Introduction

Planning is about looking towards the future. It might focus on something in the near future (next week's sales targets) but more often pays attention to the medium and long term (1-to-5 years ahead). For example, a manager might consider the likely availability of raw materials or shifts in patterns of marriage in society. You might consider that:

a. most individuals and businesses don't believe in crystal balls and fortune tellers (although you can see the speculations of J Mooneyham, futurologist for some wild speculation about the future, or you could watch the film Minority Report), and;

b. most individuals and businesses see value in having some idea about 'what's around the corner', what might happen next week and next year.

So trying to make some estimates about the future is a potentially useful and therefore important activity.

Spencer Brace, Sales & Marketing Manager, Bournemouth International Airport.

Heather Moore, Marketing and Promotions Officer Marwell Zoo, Hampshire

When we consider the future we need to think with as much clarity, certainty and accuracy as possible because we want to be reasonably sure that our estimates and predictions are accurate. For most organisations that answer to the above is having a Planning Process. Here are some definitions of a planning process:

• Having the ability to adapt" (Davies 2001);
• A systematic way of making decisions about future events" (Randall 2001);
• The application of resources to achieve stated goals" (McDonald 2001);
• Managing change" (Davies 2001).

It should be clear from these definitions that we are talking about managing (making decisions and seeing that they happen) in a logical sequence (a process) in order to be prepared for changes and to make best use of the resources (money, people, products etc) at our disposal. It might be worth you reading this paragraph a few times to make sure you understand it. So if this is what a planning process is, those in charge of marketing need to ensure such a system exists in their department, this is Marketing Planning.