Marketing planning

In marketing planning, managers have to coordinate very complex processes. The countless marketing tools and their endless combinations, the interactions of parallel marketing programs, as well as the strategic and tactical aspects of all these create complex decision situations. As a result, marketing managers can only build consciously if they think in appropriate structures and have theoretical frameworks that help to create order in the diverse activities. The technical book by Tamara Keszey and Tamás Gyulavári helps to understand the individual sub-areas, explains the background of the effect mechanisms of the individual tools, and offers structures that can provide a framework for marketing planning and thereby facilitate the work of professionals. I recommend the book to both beginners and experienced managers who can use it as a manual in their daily work. Andrea Princz, marketing manager, FrieslandCampina The Marketing Planning book fills a gap, which presents the process of marketing planning on a solid theoretical basis, keeping in mind the Hungarian economic conditions. The book presents the marketing planning system with the help of excellent practical examples, highlighting its latest, XXI. also to the challenges of the century. The systematization and professional foundation of the book is a huge help for higher education students familiar with the field, both in master's and bachelor's programs. However, the book by Tamara Keszey and Tamás Gyulavári should not be missing from the library of professionals working in the world of marketing who want to use conscious marketing planning to recognize new market opportunities faster than their competitors and respond to emerging customer needs. András Szűcs, marketing director, HILTI Hungária