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Background Note
| HBS Case Collection
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1993
(Revised from original 1984 version)
Marketing Planning and Organization
by
Robert J. Dolan
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Abstract
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;