A guide to annual marketing planning: Final report

The purpose of this guide is to introduce marketing and marketing planning concepts and to demonstrate how these concepts apply to electric utility demand-side planning programs, and to define the basic steps of an annual marketing planning process. It focuses on the annual marketing plan, which links a utility's long-term strategic business objectives to its day-to-day field marketing activities. When necessary, the role of the annual marketing plan can be expanded to include strategic direction as well. Its intended audiences are marketing managers and staffs responsible for formulating their utility's annual marketing plan. In addition, it provides state and local organizations with technical assistance in marketing planning.