Background Note | HBS Case Collection | September 1984 (Revised March 1993)

Marketing Planning and Organization

by Robert J. Dolan


Presents guidelines for effective marketing planning. Provides a general outline of the contents of a typical marketing plan, the process by which the plan is developed, and considers the benefits successful firms reap from their planning efforts and the problems that mark the efforts of the not-so-successful users of marketing planning. Provides a framework for examining the relationship between a firm's strategy and the design of its marketing organization. Discusses how marketing organizations are structured and some basic principles of organization design.

Keywords: Marketing Strategy; Planning; Design;


Dolan, Robert J. "Marketing Planning and Organization." Harvard Business School Background Note 585-106, September 1984. (Revised March 1993.)