Marketing planning and corporate planning

The market planning subset of the corporate planning process has unique difficulties associated with technical, organizational and behavioural problems. A major technical problem is that of getting the company sales forecast right. The paper suggests a check-list for budget reviewers aimed at producing more realism in forecasting (Section II).Organizational problems are discussed in terms of allowing time for full concurrence between budget framers and reviewers (Section III). The little-discussed behavioural problems associated with the interface between line management and marketing staff specialists are outlined in Section IV with some suggestions for overcoming them.