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

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;

Format: Print 14 pages EducatorsPurchase

Citation:

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

About the Author

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Robert J. Dolan
Baker Foundation Professor
Marketing

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More from the Author

  • Case | HBS Case Collection | September 2019 (Revised October 2019)

    Aura Biosciences: Bringing a Breakthrough Drug to Market

    Robert J. Dolan and Navid Mojir

    Citation:

    Dolan, Robert J., and Navid Mojir. "Aura Biosciences: Bringing a Breakthrough Drug to Market." Harvard Business School Case 520-032, September 2019. (Revised October 2019.)  View Details
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  • Case | HBS Case Collection | November 2017 (Revised April 2019)

    Bose Corporation: Communication Strategy for Challenging Apple's Beats by Dr. Dre

    Robert J. Dolan

    Citation:

    Dolan, Robert J. "Bose Corporation: Communication Strategy for Challenging Apple's Beats by Dr. Dre." Harvard Business School Case 518-036, November 2017. (Revised April 2019.)  View Details
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  • Supplement | HBS Case Collection | January 2019

    Evernote (B): Announcing a Pricing Plan Change

    Robert J. Dolan

    Citation:

    Dolan, Robert J. "Evernote (B): Announcing a Pricing Plan Change." Harvard Business School Supplement 519-036, January 2019.  View Details
    CiteView DetailsPurchase Related
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