Principles of Marketing Research...

In this section of the Principles of Marketing Research, we take all that has been discussed to this point and see how marketers use this information to manage business decisions. In particular, we focus attention on the importance of marketing planning with special attention given to the role marketing strategy plays in the planning process.
For marketers planning is an essential task that must be continually undertaken. As we will see, shifting market conditions, including changing customer needs and competitive threats, almost always insure that what worked in the past will not work in the future, thus requiring revisions in how a product is marketed.
Marketing planning is also important since it is often a prerequisite for obtaining funding whether one is a marketer in a large corporation seeking additional money for his or her department or is part of a small startup company looking for initial funding.

Re : Principles of Marketing Research

What has been discussed to this point? If this is something you've cut and paste from elsewhere you need to give the context