Mar 10
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Short-range marketing planning enables the marketing manager to optimize volume and profits with the products or services available to him and with market conditions as they are expected to be in the near term.
Long-range planning of marketing, on the other hand, provides the opportunity for the marketing manager to influence the growth of the company in terms of market conditions of the future. Because long-range planning is a truly corporate management responsibilities, we approach this subject from the viewpoint of the chief executive. The important role of the marketing manager is discussed within the context of overall corporate planning.
Let`s review the reasons for long-range planning, the four principal avenues to increasing profitable growth, the ways of organizing for long-range planning, and approach to long-term planning.
Management`s Dedication to Profitable Growth
One thing that all corporate managements have in common is their dedication to the profitable growth of their companies. Every chief executive who has been on the receiving end of letters from stockholders knows the incessant pressure for improved earnings. Even if management were inclined to be satisfied with the company`s progress, stockholders would never allow it to rest on its oars. But management had no stockholders, it would still work for profit improvement.
