What does this research mean for the field?

Implementing a four-step marketing planning process grounded in client orientation, activity coordination, and goal direction improves the selection of effective marketing strategies for Extension programs. Novelty: ClaimNovelty.METHODOLOGICAL. Consensus alignment: ConsensusAlignment.NEUTRAL.

What question did this study set out to answer?

To develop effective marketing strategies that align with organizational objectives for Extension programs.

May 28, 2026Journal of Extension0 citations

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Marketing Planning for Extension Systems

VCV Glenn Chappell

Key Points

To develop effective marketing strategies that align with organizational objectives for Extension programs.
Proposes a four-step marketing planning process.
Focuses on client orientation and coordination of activities.
Emphasizes goal direction for marketing effectiveness.
A structured approach increases the likelihood of selecting the best marketing strategy.
Enhances organizational alignment with client needs and objectives.

Abstract

The purpose of marketing planning is to develop marketing strategies that will help organizations attain their overall objectives. Effective marketing planning requires a marketing orientation based on three propositions: client orientation, coordination of client-related activities, and goal direction. The author suggests a four-step marketing planning process that guarantees a marketing orientation that improves the chances for choosing the best marketing strategy for Extension programs.

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Marketing Planning for Extension Systems

Key Points

Abstract

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