Background Note | HBS Case Collection | June 1984 (Revised July 1985)

The Marketing Process

by Benson P. Shapiro


Describes and explains the marketing process and its six phases: implementation, programming, allocating and budgeting, analysis and research, marketing planning, strategy formulation, and monitoring and auditing.

Keywords: Marketing;


Shapiro, Benson P. "The Marketing Process." Harvard Business School Background Note 584-146, June 1984. (Revised July 1985.)