Practical anomalies from marketing planning theory: an industrial marketing case study.

Abstract

The Marketing Planning department at Didde-Glaser, Inc. was organized in May of 1969 through a decision to formalize their planning functions. One of the duties that I had as Marketing Planner was to devise the first planning cycle to facilitate development of the Marketing Action Plan and to communicate the procedure and timing of the planning cycle. Few planners will find themselves in a position of developing the cycle of planning to be used by their Marketing department. Even a smaller number will find they must produce a workable planning cycle from the small amount of literature available and from no practical marketing planning experience. Therefore, I feel that practical planning concepts must be shared by people who have first-hand knowledge of the activities of marketing planning.