Volume
32
Issue
2
Abstract
The purpose of marketing planning is to develop marketing strategies that will help organizations attain their overall objectives. Effective marketing planning requires a marketing orientation based on three propositions: client orientation, coordination of client-related activities, and goal direction. The author suggests a four-step marketing planning process that guarantees a marketing orientation that improves the chances for choosing the best marketing strategy for Extension programs.
Recommended Citation
Chappell, V. (1994). Marketing Planning for Extension Systems. The Journal of Extension, 32(2), Article 30. https://open.clemson.edu/joe/vol32/iss2/30
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