TAILIEUCHUNG - Internet Marketing Planning

In any well-managed business environment, marketing activities are carried out as directed in an annual marketing plan or a marketing program (campaign) plan or both. Developing marketing plans is an essential skill for marketers at many levels in the enterprise. Jain summarizes outcomes of successful planning and execution | Internet Marketing Planning Internet Marketing Planning Based on material presented in Roberts Internet Marketing Integrating Online and Offline Strategies In any well-managed business environment marketing activities are carried out as directed in an annual marketing plan or a marketing program campaign plan or both. Developing marketing plans is an essential skill for marketers at many levels in the enterprise. Jain summarizes outcomes of successful planning and execution as follows 1. Planning puts the organization in a better position to achieve its goals 2. Planning helps the organization progress in the direction desired by management 3. Planning helps every manager think decide and act more effectively 4. Planning promotes organizational flexibility 5. Planning stimulates the organization to be cooperative integrated and enthusiastic in pursuit of common goals 6. Planning directs management in the evaluation of progress toward stated goals 7. Planning helps to achieve socially and economically desirable He goes on to quote a definition of planning by Kirby E. Warren as essentially a process directed toward marking today s decisions with tomorrow in mind and a means of preparing for future decisions so that they may be made rapidly economically and with as little disruption to the business as Most marketing texts do not devote a great deal of space to marketing planning although many discuss the concept of strategic planning. Advertising and marketing communications texts usually contain an advertising plan outline and a discussion of the advertising planning process. These discussions are useful in the context of Internet marketing planning because Internet marketing is in many ways a medium for marketing communication. It is however different in that Internet marketing may also involve transactional activities. There is a chapter devoted to planning direct-response programs with an extended example in M. L. Roberts and P. D. Berger .

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