Our electronic library

Abstract

According to Richard Adington of United Technologies Corp., an extensive knowledge of the marketplace can enable the marketer interested in strategic planning to envision conditions in the future marketplace. Adington sets forth a group of guidelines to make market planning effective, which include: 1. The planning executive should report directly to the unit chief operating officer. 2. This executive should create a documented, formal planning system to be administered and controlled by himself. 3. The planning program should be capable of accommodating short term changes. 4. The planner should maintain a strong role internally to be sure the organization maintains a commitment to strategic purpose. 5. He should obtain current market information on a real time basis. 6. He should be sure to close the loop at the end of each planning period, seeking out problems and possible remedies.

Citation

(1978), "Our electronic library", Planning Review, Vol. 6 No. 1, pp. 16-17. https://doi.org/10.1108/eb053828