8.2.1—Marketing strategy planning

A marketing plan sets the target market, objectives, strategy, marketing mix, resources, timing and measures for a campaign or period.

The plan is useful when each choice follows from evidence and supports the others. Review points allow the business to learn rather than defend an outdated assumption.

A plan for a new service can connect segment evidence to a value proposition, price, distribution, promotional message, budget and indicators of trial and retention.

A plan is not a list of promotional activities; it must explain why the mix should achieve the objective.