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Developing a Marketing Plan

As defined by Marian Wood in The Marketing Plan Handbook, “Marketing planning is the structured process of researching and analyzing the current situation, including markets and customers; developing and documenting marketing’s objectives, strategies, and programs; and implementing, evaluation, and controlling activities to achieve the objectives.� The Marketing Plan is a highly detailed, heavily researched and, well written report that many inside and possibly outside the organization will evaluate (Clancy, 2008). It is an essential document for both large corporate marketing departments and for startup companies.

Essentially the Marketing Plan (Sisti, 2008):
• Forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
• Forces the marketing personnel to look externally in order to fully understand the market in which they operate.
• Sets future goals and......

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Approximate Word Count: 3375
Approximate Pages: 14 (250 words per double-spaced page)

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