marketing plan
Definition
Product specific, market specific, or company-wide plan that describes activities involved in achieving specific marketing objectives within a set timeframe. A market plan begins with the identification (through market research) of specific customer needs and how the firm intends to fulfill them while generating an acceptable level of return. It generally includes analysis of the current market situation (opportunities and trends) and detailed action programs, budgets, sales forecasts, strategies, and projected (proforma) financial statements. See also marketing strategy.
marketing plan is in the Advertising, Marketing, & Sales, Decision Making, Problem Solving, & Strategy and Planning & Scheduling subjects.
marketing plan appears in the definitions of the following terms: marketing mix, influence diagram, product development process, test market, test marketing, media mix and market profile
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