you are the newly hired marketing manager of a company. As you
spend time with other peer marketing managers, you realize that
the company does not place an emphasis on planning within the
marketing organization. Why is planning important in marketing?
What are the essential components of a marketing plan? How would
you convince your supervisor that the marketing department should
produce formal marketing plans? [Note: Don't make the mistake of
underestimating the knowledge and experience of your supervisor.]