Process and organisation
Planning is the work of fixing objectives, timing, resources and responsibilities before execution begins; the Italian articles call it «pianificazione» and «piano di marketing», and for advertising space «media planning», while the English ones use planning.
It exists to make repeatable what otherwise depends on whoever happens to be there that day. The mark of real planning is in the links: a campaign designed on its own works once, the same campaign inside a wider marketing plan holds up the next time too.
An example
A flash sale, the deep discount opened for a few hours, works when the objective, the stock, the prices, the customer alerts and the warehouse shifts are decided beforehand: raising revenue and clearing a warehouse are two different plans with two different selections. Improvised on enthusiasm, the same promotion empties the best-selling lines and teaches customers to wait for the discount.
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