The Nature andContents of a

Marketing Plan

Suneel Anumolu

Contents of a Marketing Plan

Executive summary

Table of contents

Situation analysis

Marketing strategy

Financial projections

Implementation controls

The Role of Research

The Role of Relationships

Marketing Plan to Marketing Action

Action

Summary

• The value delivery process includes choosing (or identifying),providing (or delivering), and communicating superior value.

• Holistic marketing maximizes value exploration

• Strategic planning for individual businesses includes defining the business mission

• Each product level within a business unit must develop a marketing plan for achieving its goals