bottom-up planning

Dictionary of Marketing Terms for: bottom-up planning
bottom-up planning

strategy used in corporate planning whereby information is gathered from sales personnel, product managers, advertising personnel, and other members working in the organizational unit to set goals and create a marketing plan. Bottom-up planning is considered good for morale because it fosters employees to participation in corporate planning. However, the strategy is sometimes difficult to coordinate because many different assumptions about the same concept must be considered. For example, there may be conflicting ideas about the impact of advertising on the sales of a particular product, making the establishment of a consistent and integrated plan quite difficult.

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