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The Marketing Planning Cycle The marketing planning cycle is a circular process that runs in two directions, with planning running one way and feedback the other. There is a need for continuous feedback so that monitoring and control with modifications of the plan can take place. The planning cycle needs to be as short as possible and understood by all those executives who contribute to planning. The planning process, however should be continuous. Source : Sally Dibb, Lyndon Simkin, O.C. Ferrell, and W. Pride (1994). Marketing Concepts and Strategies . Boston : Houghton Miffin. Here are the example of marketing planning cycle of Coca Cola Company : 1.          Development or revision of marketing objectives relative to performance The beverage industry is expected to   increase by $300 billion   between 2015 and 2020, and the company continues to hold dominant market share. Coca-Cola currently has a massive share of the global beverage market. Bloomberg   places