Service marketing
· Shorttermism
· Weak support from the chief executive and top management
· Lack of a plan for planning
· Lack of line management support
· Confusion over planning terms
· An overreliance on numbers
· Too much detail, too far ahead
· Onceayear ritual
· Confusion between operational and strategic marketing planning
· Failure to integrate marketing planning into the corporate planning
system
· Delegation of planning to a planner
· Uncertainty about what should appear in the marketing plan
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