Some critical observations about developing marketing plans
讨论了制定营销计划的基本问题，强调规划在组织企业活动中的作用，并详细阐述了基于市场细分的理性规划模型及其各阶段要素。
The aim of this article is to discuss some fundamental problems with regard to the development of the basic plan, a means of turning the conception of marketing into action. The author explains the role of planning; he emphasizes the advantages of planning in organizing the business activities of the enterprise. In order to prove his point the author describes for the reader the fundamental functions of the business activities, connecting each of them with marketing. A special emphasis is put on mutual connections of such activities on the one hand and on the dependence of these functions from the rational organization and functioning of the marketing. The author discusses the elaboration of the marketing plan. He explains the marketing system, that enables the necessary model of planning to develop. In discussing the model (see the diagram) he elaborates in great detail the stages involved in creating the plan, and also elements of planning within each particular stage. He emphasizes that rational planning is based on the segmentation of the market, also explaining the procedure, characteristics and targets of such segmentation. In the end the author points at possible procedures in the conditioned forecasting of the market segments; he also writes about the organizational problems of planning. The article closes with a survey of the role and function of control and re-estimates.