MOSAIC mac-b: a comprehensive framework for marketing planning


Ch'ng, David

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The marketing planning models commonly found in standard marketing textbooks are logical flow models employing the flowchart format to describe the sequential activities involved in the marketing planning process. This paper examines in detail six marketing planning models selected from standard marketing textbooks. All but one are textbooks of the 1980s. Using content analysis, the core planning elements common to all six models are identified. These have been grouped into an acronym MOSAIC which stands for marketing audit, objectives, strategies, action programmes, implementation and control. In addition, four supporting planning elements have also been found and these are mission statement, assumptions, contingency plans and marketing budget; represented by the acronym mac-b. MOSAIC mac-b presents a comprehensive framework for a formal marketing planning system. It distinguishes between the core and supporting planning elements and helps the planner to focus on the minimum requirements in the planning process. The acronym is easy to remember and may serve as a useful teaching aid. However it has a number of limitations and should not be used as a magic formula for all types of marketing planning situations.

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Faculty of Business staff papers, no. 67


Swinburne Institute of Technology




Copyright © 1990 David Ch'ng. This work is reproduced in good faith. Every reasonable effort has been made to trace the copyright owner. For more information please contact <a href=''></a>.