Key elements of marketing planning that contribute to the success of the planning process

Marketing Planning Assignment 1 What are the key elements of marketing planning that contribute to the success of the planning process? "Marketing is the delivery of customer satisfaction at a profit. The goal of marketing is to attract new customers by promising superior value, and to keep current customers by delivering satisfaction."(P.Kotler, Principles of marketing, 2nd ed, 1999, pg xvi.) It's for this reason marketing planning is considered important by many theorists. As suggested by …

…of marketing Management, Vol 5 (1), pp.1-18 Hill, J, McGowan & MacLaran (1998) "developing marketing planning skills: combing theory and practice" Journal of Marketing practice: Applied Marketing Science, Vol 2 (3), pp. 69- 84 Pearson, G &Procter, T (1994) "The Modern framework for Marketing Planning" market intelligence & planning, Vol 12 (4), pp.22-26 (Copies of journals used are shown in the appendix) Additional References R W. Brooksbank, European journal of marketing, 1991, page 23 P.Kotler, Principles of marketing, 2nd Ed, 1999, pg xvi