Marketing Process & Planning: The Marketing Concept, Functions and Mix (Part 1)

This report focuses on marketing concepts, processes, and planning. It identifies how marketing functions interact with other departments and the role of marketing in the 21st century. The study also outlines the extended marketing mix strategy and its evaluation for the selected organization.

Pearson BTEC Higher National Diploma in
Business Management
Unit 2 Marketing Process & Planning
The Marketing Concept, Functions
and Mix (Part 1)
Marketing Planning (Part 2)
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Table of Content
Part 1: Briefing Paper
1.0 Introduction p
2.0 An explanation of the concept/definition of marketing in the 21st century
p
3.0 Description of the role of marketing function with examples from the chosen
organisation p
4.0 An analysis of how the marketing function works and interacts with other
departments p
5.0 An explanation of the extended marketing mix and examples from selected
supermarket p
2.0 An evaluation of how the marketing mix adopted by the selected business (or
business unit) contributes to the success of the organisation in meeting their overall
business objectives p
3.0 Recommendations p
9.0 Conclusions p
References p
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1. Introduction
Marketing is the activity that is performed by an organization to promote and
advertise the products and services which are offered by an organization. The activities of
marketing involve advertising, selling, delivering of products to customers or other
businesses. The process of marketing involves various strategies which help businesses in
creating value for their customers to satisfy their demands. Market planning is the act of
arranging and outlining an organization's marketing goals, as well as gathering methods to
meet those goals (Fojtíková, V., 2020). In other words, marketing planning is the advertising
strategy that is executed by an organization to sell its products and services. Aldi is a
supermarket chain that is a private company operating in the retail industry. The company
was started by brothers Karl and Theo Albrecht in July month of 1946. The supermarket
chain is operating in international markets and is serving in Australia, China, Denmark,
Germany, Spain, Switzerland, USA, Italy, Netherlands and many other countries. This is the
first part of the report which focuses on marketing concepts, processes, and planning. This
section of the report will identify how marketing functions interact with other departments
and the role of marketing in the 21st century. The study will also outline the extended
marketing mix strategy and its evaluation for the selected organization.
2.0 An explanation of the concept/definition of marketing in the 21st century
Marketing refers to the activity which is performed by companies to promote the buying or
selling of a product or service. The marketing activities make use of factors such as product price
place and promotion to target customers and meet the demands. Marketing involves various actions
which are taken by an organization to draw customers to invent in relationship with them. Marketing
is a social and managerial process that is focused by businesses to determine the customer needs and
demands and meet those demands by creating offerings and exchanging products of value with others.
In the context of Aldi, the supermarket chain promotes its products and services of general
merchandise and grocery items with the help of online mediums through which it can maximize
profitability and make progress towards organizational success.
According to AMA (2017), “Marketing is a collection of institutions and procedures for
producing, conveying, delivering, and exchanging offerings that are valuable to consumers, clients,
partners, and society as a whole."
Marketing in the 21st century is the composition of traditional and modern marketing
techniques and channels to promote the products and services offered by any organization.
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Therefore, when an organization makes use of traditional marketing strategies together with
modern marketing tactics, this can support in getting higher customer attention. The
marketing activities in the 21st century use digital channels where companies organize mass
marketing campaigns to create awareness in the target market and influence potential
customers which can be helpful for the business and increase their customer engagement
maximizing revenues and profitability (Gesualdi, M., 2019). Marketing in the twenty-first
century is determined by the products, marketing budget, target market size, and client
purchasing power. Traditional marketing employed traditional media to engage with their
clients and target market before the 21st century, such as newspapers, television flyers, and
radio. The Internet has been altered by the advancement of digital technology, which now
provides a variety of channels for interactive connection between businesses and customers
via search engines, social media platforms, content marketing, email marketing, and other
marketing mediums. In the context of Aldi, the supermarket chain uses its website social
media marketing email marketing content marketing and other marketing strategies of 21st
century or modern marketing which helps the brand in connecting with customers at a larger
scale through which they can increase their customer engagement and maximize business
profitability.
3.0 Description of the role of marketing function with examples from the chosen
organisation.
Marketing plays a variety of roles within an organization and several functions are
performed by marketing. The functions of marketing are- distribution, market research,
deciding price, finance, product management, use of promotional channels, and many others
(Venaik, S. and Midgley, D. F., 2019). As there are various marketing role for any business,
some of the roles of marketing are discussed below-
 Market research- The role of marketing is to perform effective and detailed market
research through which businesses can understand the demands and opinions of
customers which will help deliver products as per their choice which will help
manage business profitability.
 Determining best distribution channel- It is the function of marketing where they
have to perform thorough market research to understand the most suitable distribution
channel through which an organization can formulate their products to every customer
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and meet demands promptly.
 Defining and managing brand- In case of Aldi, it is the role of marketing to define
the brand and make their unique presence within the industry through which the
supermarket company can secure its position within highly competitive business
environment.
 Devising marketing and promotional materials and contents- It is the role of
marketing to develop materials which can be used to describe and promote the
offerings and brand within the industry. The market department of Aldi will focus on
planning creative connect through which they can attract customer attention and
generate higher leads which will e profitability for the supermarket company.
4.0 An analysis of how the marketing function works and interacts with other
departments
Marketing involves various processes and functions which can be performed within an
organization through which the business can meet the demands of their customers regularly. The
marketing functions are closely linked with other functional units of a business organization
(Hossain, A. and Khan, M. Y., 2018). For example, Aldi can make use of research performed by
the marketing department which can be helpful to ensure that the production department can make use
of such research which will help ensure business profitability and success.
Whereas, the marketing department focuses on determining the right channel of distribution
which can be helpful for supply chain management through which they can make use of effective
channels to deliver their products through which customer demands can be met and business can
make progress towards success.
5.0 An explanation of the extended marketing mix and examples from selected
supermarket.
The marketing mix is the function that focuses on the marketing plan of an organization.
Marketing mix refers to the set of actions or strategies which can be implemented by an organization
for promoting the offerings of an organization. The 7P’s of marketing comprises- price, place,
product, promotion, people, physical evidence, and process. The implementation of the extended
marketing mix in the context of Aldi is discussed below:
Marketing Mix
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 Price- This factor defines the pricing strategy for the products and services offered by
an organization which can influence customers. For example, a competitive pricing
strategy helps Aldi in selling the products at lower rates than rival companies (Jarek,
K. and Mazurek, G., 2019). Aldi has a strong base with the help of their cheap price
and quality of products which are not offered by customers.
 Place- this factor of marketing mix states where products and services are seen,
manufactured, sold, and distributed to the place which will make the products of the
brand accessible to consumers. For example, Aldi executes an intensive marketing
strategy that ensures that products are made available for customers in the countries in
which they are operating. The company follows an omnichannel distribution system
where it has integrated its online and offline stores to make its products and services
more accessible.
 Product- This factor of marketing mix defines what the company is selling and the
type of products and services which are offered by an organization. This factor of
marketing mix defines the features and benefits of the products and services which
can be gained by consumers. In the case of Aldi, the brand offers a variety of products
at an affordable range and is a source from selected suppliers.
 Promotion- this factor marketing mix remove the promotional activities news
forecast news companies to make their customer aware in relation cooler products and
services through advertising portions marketing strategies (Khan, E. A and et.al.,
2020). For example, Aldi uses social media marketing email marketing content
marketing, and other marketing strategies to promote their products.
The extended 7P’s
 Physical evidence- have this factor of the marketing mix refers to things which a
customer can see while interacting with the brand (Lewandowska, A., Witczak, J. and
Kurczewski, P., 2017). It can be related to layout interior design packaging branding
or physical environment.
 People- This marketing mix component refers to staff and people who work for an
organization.
 Process- the process determinant of marketing mix defines the processes programs
and approaches butcher implemented by an organization to deliver their products and
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services to customers through which they can save time money and enhance their
efficiency of a business.
2.0 An evaluation of how the marketing mix adopted by the selected business (or
business unit) contributes to the success of the organisation in meeting their overall
business objectives
The marketing mix is strategically placing a business in the market and making use of various
forces, which are- price, place, product, promotion, people, process, and physical evidence. The
marketing mix comprises 4 factors whereas, the extended marketing mix involves the 7 Ps of a market
which helps in determining the strategies of business and how these strategies can help maximize
business profitability and supports in meeting organizational objectives.
A detailed extended marketing mix about Aldi for defining their strategies that contribute to
their success are explained below:
Price- The pricing strategy of Aldi is a competitive pricing strategy that helps the company in
determining the inquiries and needs of its customers. The target customers of Aldi focus on the
middle-class section and such factors are kept in mind while setting the competitive pricing strategy
(Mansour, D. and Barandas, H., 2017). The competitive pricing strategy followed by Aldi helps
the brand in maintaining their competitive position and enhances their efficiency to face competition
with their competitors such as Tesco, Waitrose, Morrison, and other competitor companies.
Place- Aldi offers their products through online and offline mediums. Through offline
mediums, the company operates through 11,000 stores in 20 countries which offers minimum-cost
products for their customers. Aldi maintains regional appearance and names their sties accordingly as
per the location. In the offline channels, the company sells its products through different retailers who
are located in different cities all around the world. The company is providing their products through
offline and online mediums which are easily accessible to customers, this helps attract customer
attention which supports in maximizing business profitability.
Product- The product strategy defines the products which are offered by the
company. The products which are sold by Aldi are- Fresh Fruits, vegetables, health and
beauty products, clothes, stationery, electronic products, household goods, and soft tools. The
company sells products that are highly differentiated at a higher quality than that of
customers (Nurbaiti, B. and Soehardi, S., 2021). The diversified range of product portfolios
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helps the brand meet customer demands under one roof which is the source of revenue
generation business profitability and success.
Promotion- the promotional activities help businesses to advertise the products and services
through which they can attract customer attention. Promotional activities of Aldi make use of
newsletters email marketing promotional strategies and social media platforms such as Facebook
Twitter Instagram are some of the mediums which are used by the brand to advertise and promote the
products and services which are offered by the organization.
Physical evidence- ALDI is recognized over the world for its simple business processes,
reliability, and global pricing. The store's house brand accounts for 85 % of the merchandise, with the
rest coming from well-known brands. It gives a 30% discount on all things and maintains the same
cheap prices all around the world. It's also the only supermarket in the world that charges the same
price for groceries everywhere.
People- As the employees of Aldi do not assist their customers in product selection, this
lowers customer service than its competitors. Such factors help Aldi to pay higher wages to their
employees and also for training and development (Pomering, A., 2017). By offering higher wages
and quality training and development opportunities enhances the skills and competencies of
employees of the brand which creates a pathway to success and sustaining their position within the
industry.
Process- Aldi focuses on maintaining a strong layout that can help their customers to find the
products easily. The company maintains a nominal price products picture of high quality through
which customers can understand their demand and choose products as per their requirements. The
company has also employed a self-checkout system where offers fast billing to their customers.
3.0 Recommendations
 Understand and identify competitors- building elders focus on determining their
competitors through which they can understand the competition within the market by
can understand a dynamic business environment with the help of effective market
research (Tomczak, T., Reinecke, S. and Kuss, A., 2017). Gaining inside related to
competitors will be a helpful approach for planning strategies to attract a greater
number of customers.
 Focus on engagement- As the companies are operating and promoting their business
through social media platforms, this can help Aldi to increase traffic on their pages
through which they can maximize their profitability. To increase engagement, the
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brand must promote its products through attractive content.
9.0 Conclusions
After analysing the report, it can be concluded that Marketing is the process of attracting
potential clients who are interested in the products and services which are offered by an organization.
The process of marketing involves research promotion advertisement selling and distribution of
products and services of an organization. The process of marketing planning anticipates future events
and develops strategies to achieve organizational objectives. It can be stated that an effective
marketing strategy can help promote and advertise the products and services through business can
meet their marketing objectives.
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References
Book and journals
Fojtíková, V., 2020. An Analysis of an Application of a Marketing Mix of the Company
Elisoft, sro.
Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing:
Encroachment and social media. Public Relations Review. 45(2). pp.372-382.
Hossain, A. and Khan, M. Y., 2018. Green marketing mix effect on consumers buying
decisions in Bangladesh.
Jarek, K. and Mazurek, G., 2019. MARKETING AND ARTIFICIAL
INTELLIGENCE. Central European Business Review. 8(2).
Khan, E. A and et.al., 2020. The impact of enviropreneurial orientation on small firms’
business performance: The mediation of green marketing mix and eco-labeling
strategies. Sustainability. 12(1). p.221.
Lewandowska, A., Witczak, J. and Kurczewski, P., 2017. Green marketing today–a mix of
trust, consumer participation and life cycle thinking. Management. 21(2).
Mansour, D. and Barandas, H., 2017. High-tech entrepreneurial content marketing for
business model innovation: A conceptual framework. Journal of Research in
Interactive Marketing.
Nurbaiti, B. and Soehardi, S., 2021. The Effect of the Marketing Mix of MSME Products on
Sales Volume During the Covid-19 Pandemic. Journal of Strategic and Global
Studies. 4(2). p.3.
Pomering, A., 2017. Marketing for sustainability: Extending the conceptualisation of the
marketing mix to drive value for individuals and society at large. Australasian
Marketing Journal. 25(2). pp.157-165.
Tomczak, T., Reinecke, S. and Kuss, A., 2017. Strategic marketing: Market-oriented
corporate and business unit planning. Springer.
Venaik, S. and Midgley, D. F., 2019. Archetypes of marketing mix standardization-
adaptation in MNC subsidiaries: Fit and equifinality as complementary explanations of
performance. European Journal of Marketing.
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Table of Content
Part 2: Marketing Plan
1.0 How the strategic marketing plan links with the overall organisational mission,
corporate strategy and objectives p
2.0 Clear and SMART marketing objectives p
3.0 Marketing research to support the new product line launch p
4.0 A situational analysis p-p
4.1 Marketing audit, making use of appropriate analytical tools including SWOT, Pestle
and 5C analysis p
4.2 A competitor analysis including the market segments p
4.3 Sub-segments p
4.4 Articulation of the new product value-proposition in the eyes of the customer
p
4.5 Development of the marketing strategies applied to the extended marketing mix
p
4.6 Setting of an overall marketing budget, including allocation of planned spend
p
4.7 Tactical actions p
4.8 Identifying appropriate control and monitoring measures to ensure achievement of
objectives including metrics to measure success such as Return on Marketing
Investment (ROMI) and Customer Lifetime Value (CLV)
p
5.0 A comprehensive media plan that supports the planned marketing campaign
p-p
5.1 A media budget p
5.2 Recommendations and rationale for selected and integrated multi-media activities
within the set budget that meet the marketing objectivesp
5.3 Appropriate digital, offline and social media channels for communication
p
5.6 Full justification for a multi-media plan based on quantitative and qualitative
criteria p
References p
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1.0 How the strategic marketing plan links with the overall
organizational mission, corporate strategy and objectives
A strategic marketing plan is linked with corporate strategy as a marketing plan is a
base that helps in attracting customers and is the component of a whole defined corporate
strategy that will collectively work or the achievement of organizational objectives (Akbar,
M. B., French, J. and Lawson, A., 2019). The strategic marketing plan helps in aligning
products, services, mission, vision, and business objectives which can be achieved
systematically, and the strategy is created with the objective of achievement of these missions
and objectives.
2.0 Clear and SMART marketing objectives
Objectives-
 The company will launch sanitizers and disinfectants and will focus on increasing its
business sales within 3 months by 15%
 Aldi will ensure that they can make use of digital mediums through which they can
attract higher customer engagement and promote shopping through the online website
through which they can increase their sales by 25%
3.0 Marketing research to support the new product line launch
Aldi will conduct an effective and systematically planned marketing research which
will help them in determining the approach to manufacture sanitizers and disinfectants
through which they can meet their targets. With the help of research, the company will offer
customers a new product under their label through which they can increase customer
engagement at their brand (Cairns, A., 2021). The marketing research will help a company to
determine the target market through which they can position their products easily.
4.0 A situational analysis
4.1 Marketing audit, making use of appropriate analytical tools including
SWOT, Pestle and 5C analysis
SWOT analysis
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STRENGTHS
 Effective pricing strategy
 Higher level of customer support
 Effective product mix
 Diversified product portfolio
WEAKNESS
 Poor employee satisfaction
 Low market share
 Low customer satisfaction
OPPORTUNITIES
 Preference for customers
 Expansion to emerging countries
THREATS
 Global pandemic
 Higher competition
 Technological disruptions
Pestel analysis
Political factors- Aldi has stores in 20 countries and conflicts between countries can
affect the sustainability of the company. Brexit can create a major impact on the reasons to
drop the profits of the company.
Economic factors- due to discounted prices, the demand of consumers' interest has
been shifted towards companies like Aldi (Ekwulugo, F., 2020). The incline in supermarket
discounting has reduced the prices of products which are offered by the companies.
Social factors- Aldi is one of the highest paying supermarkets and through offering
high wages to customers the brand offers better living standards for their employees.
Technological factors- While running the company in a supermarket chain, Aldi
must focus on using modern technology through which they can increase their customer base
(Giovannoni, E., 2020). Such use of modern and advanced technology will help the brand in
making maintaining the proposition of quality, simplicity, and value.
Environmental factors- Aldi purchase their stock from local producers and farmers
through which they focus on sustainable development. The company will make use of
recyclable and reusable packing by 2025. The company also focuses on waste reduction due
to home delivery packaging.
Legal factors- Aldi can face copyrights issues due to their campaign and jurisdiction
does not allow comparative advertisement in print which can also make Aldi face some
issues. Aldi is also facing legal issues due to knock-off products from small businesses.
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4.2 A competitor analysis including the market segments
Aldi will analyze the competition in the industry. The company will be offering a new
product line of disinfectants and sanitizers to offer safety requirements amid the global
pandemic (Hamidi, Ů and et.al., 2017). To analyze the competition Aldi will majorly target
customers of all ages with the new product range of sanitizers and disinfectants.
4.3 Sub-segments
The sub-segment which will be targeted by Aldi are-
 Households
 Industrial customers
4.4 Articulation of the new product value-proposition in the eyes of the
customer
By offering sanitizers and disinfectants, Aldi will offer customers a new hygienic and
satiety product that can make them feel safe in the environment of COVID-19 (Hanlon, A.,
2022). The new products, such as disinfectants and sanitizers will be manufactured with the
help of strong research with an appropriate amount of alcohol through which maximum
safety and security can be ensured from the new product line.
4.5 Development of the marketing strategies applied to the extended
marketing mix
 Price- The company uses a competitive pricing strategy and for the new product the
brand will be offering a combination of cost-plus and competitive pricing strategies
through which they can make profits and also increase the sale of their products.
 Place- to generate leads, the brand will offer their products through different retailers
and through their supermarket through which they can target a greater number of
customers.
 Product- The company will focus on offering new products such as sanitizers and
disinfectants which will help diversify its product portfolio.
 Promotion- The brand will promote the products through traditional and modern
marketing through which they will target customers at a larger scale (Lidstone, J. and
MacLennan, J., 2017). The company will use TV advertisements, social media
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platforms, such as Instagram, Twitter, and their website through which customers'
attention can be gathered.
 Physical evidence-The companies will use labels and packaging as the physical
evidence through which they can distinguish their products.
 People- The customers and staff of the brand are the people of the brand and to
enhance the efficiency of a brand, the company will provide effective training and
development to enhance the performance of its employees.
 Process- the process which will be followed by the company will be helpful for them
to maximize their profitability through which they will focus on strengthening their
customer base.
4.6 Setting of an overall marketing budget, including allocation of planned
spend
SPENDING ESTIMATED COST
Market research £ 15,000
Marketing training £ 15,000
Sales employees £ 10,000
Social media marketing £ 12,000
Website and infrastructure £ 7,000
PR and events £ 11,000
TOTAL £ 70,000
4.7 Tactical actions
 Use to Facebook ads with retargeting- Aldi will use Facebook ads through which
they can promote their products and retarget their customer base (Lisna, I. F., Pivavar,
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I. V. and Ponomarenko, O. O., 2018). This will help the brand in connecting with
customers at a larger glance. This will be helpful for the rand to target their selected
segments and meet their objectives.
 Optimize content- the company will optimize their content and will focus on
delivering attractive and quality content which can be more engaging with customers
through which busses can generate higher revenues and increase their profitability.
4.8 Identifying appropriate control and monitoring measures to ensure
achievement of objectives including metrics to measure success such as
Return on Marketing Investment (ROMI) and Customer Lifetime Value
(CLV)
To control and monitor the achievement of objectives of the marketing plan the
matrix which will be used for the discussed below:
 Return on Marketing Investment- return on marketing investment is the
contribution to profit which is divided by marketing. This medium is used to evaluate
online marketing and measure its effectiveness in marketing campaigns. In the context
of Aldi, the company will make use of return on marketing investment which will
help them in determining the impact of their marketing campaigns on consumers.
 Customer Lifetime Value- it defines the total worth for the business of a customer
over the whole period of the relationship (Martynenko, D., 2018). In the context of
selected organizations, this matrix will help in keeping their cost less to retain existing
customers which will help increase the value of their existing customers when will
support business growth.
5.0 A comprehensive media plan that supports the planned
marketing campaign
5.1 A media budget
 Celebrity endorsement- Aldi will make use of celebrity endorsement where the
company will promote and advertise their product through celebrities by using media
channels as the medium through which they can influence customers and increase
customer engagement with the brand.
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 TV advertisement- Aldi will also promote their product through TV advertisement
through which they can target household customers and get their attention which will
be an effective marketing strategy to increase customer engagement and sale of
products.
 Social media campaigns- The social media campaign will be organized by Aldi to
promote their new products through which they can target customers who are using
social media platforms through which they can increase their reach, generate leads
and it will also help the brand in higher conversions (Moosavi Tabatabaei, S. R.,
Sadjadi, S. J. and Makui, A., 2017).
A media budgets
The total cost which will be incurred to organize the media campaign by Aldi will be
£1,00,000. The company will use traditional and modern marketing platforms through which
they can promote their offerings. The estimated revenues which have been for casted for
earning through this campaign is £45,000.
FACTORS COST
Acquisition £ 15,000
Brand awareness £ 9,000
Product differentiation £ 10,000
Content creation £10,000
Staff costing £20,000
Advertising cost £25,000
Media channels (TV, radio, newspaper,
social media)
£20,000
TOTAL £ 1,00,000
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5.2 Recommendations and rationale for selected and integrated multi-
media activities within the set budget that meet the marketing objectives
To promote the new product launch, Aldi will organize a media campaign through
which they can advertise their products and target a greater number of customers (Paddison,
B. and Biggins, R., 2017). The activities which will majorly focus on different factors
through the media plan are- acquisition, brand awareness, product differentiation, content
creation, staff costing, and advertisement costing.
5.3 Appropriate digital, offline and social media channels for
communication
Aldi will make use of social media platforms, such as Instagram, Facebook,
WhatsApp, and other social media platforms through which the company will share a
message of their new product launch (Thomas, R. K., 2021). The company will promote its
product range through such mediums which will help connect with customers in a larger
geographical area.
Aldi will also use offline mediums of marketing, such as advertisement, newspaper,
and promotion through TV which will help target customers with the help of traditional
marketing approaches.
5.6 Full justification for a multi-media plan based on quantitative and
qualitative criteria
Quantitative- The media plan of Aldi will focus on targeting a greater number of
customers and will focus on a larger geographical target market. the plan will focus on
promoting the values and benefits which can be derived from their products through which
higher customer engagement and profitability can be maximized (Tomczak, T., Reinecke, S.
and Kuss, A., 2018). This factor will focus on the base, reach, engagement, and lead
conversion through the media campaign which has been organized by the brand.
Qualitative- This approach will be used by the company to gain insight into the post
and campaign which has been organized by Aldi. This practice will help the brand in
increasing interactions with the company.
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References
Books and journals
Akbar, M. B., French, J. and Lawson, A., 2019. Critical review on social marketing planning
approaches. Social Business. 9(4). pp.361-393.
Cairns, A., 2021. B2B Marketing Strategy: Finding the Needle in the Haystack. Management
for Professionals. pp.121-156.
Ekwulugo, F., 2020. Marketing planning in small businesses. In Entrepreneurship
Marketing (pp. 324-336). Routledge.
Giovannoni, E., 2020. Digital Marketing Planning. Chasefive. com.
Hamidi, Ů and et.al., 2017. An integrated production-marketing planning model With Cubic
production cost function and imperfect production process. Journal of Industrial and
Systems Engineering, 10(special issue on production and inventory). pp.91-108.
Hanlon, A., 2022. Digital marketing: strategic planning & integration. Sage.
Lidstone, J. and MacLennan, J., 2017. Marketing planning for the pharmaceutical industry.
Routledge.
Lisna, I. F., Pivavar, I. V. and Ponomarenko, O. O., 2018. Marketing research and marketing
planning at macro and micro levels.
Martynenko, D., 2018. DEMAND AT THE MARKETING PLANNING OF THE
ENTERPRISE. Scientific Journal of Polonia University. 29(4). pp.19-26.
Moosavi Tabatabaei, S. R., Sadjadi, S. J. and Makui, A., 2017. Optimal production and
marketing planning with geometric programming approach. Journal of Industrial and
Systems Engineering, 10(special issue on production and inventory). pp.18-29.
Paddison, B. and Biggins, R., 2017. Advocating community integrated destination marketing
planning in heritage destinations: the case of York. Journal of Marketing
Management. 33(9-10). pp.835-857.
Thomas, R. K., 2021. Marketing Planning. In Health Services Planning (pp. 247-277).
Springer, New York, NY.
Tomczak, T., Reinecke, S. and Kuss, A., 2018. The Information Basis of Marketing Planning.
In Strategic Marketing (pp. 19-48). Springer Gabler, Wiesbaden.
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