Normally, a marketing executive is responsible for preparing the marketing plan. Some companies combine the business plan and die marketing plan into a single document Regardless of the format used, the marketing plan is developed in close coordination with the strategic plan for the business.

There is also much greater emphasis today to involve all business functions in the marketing planning process. Planning teams may be used as illustrated in the Rubbermaid example (Exhibit 1-2).

A product or marketing manager may draft the formal plan for his/her area of responsibility, coordinating and receiving inputs from advertising, marketing research, sales, and other marketing specialists.

Coordination with other business function* (RAD, finance, operations) is also essential.