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Unformatted text preview: It contains tactical guidelines for the marketing programs and financial allocations over the planning period” (Kotler & Keller, 2009, p. 56). In addition, according to Kotler and Keller (2009), a marketing plan contains: • Executive summary and table of contents • Situation analysis • Marketing strategy • Financial projections • Implementation controls How would you convince your supervisor that the marketing department should produce formal marketing plans? When reaching to improve or meet company goals of expenses, budget, income, investment, etc. A marketing plan can be beneficial. The marketing plan should address the 4 P's of Marketing: Price, Product, Promotion, and Place. Moreover, providing examples or statistics of other companies and their success in utilizing formal marketing plans could also sway the supervisor. Reference Kotler, P. & Keller, K.L. (2009). Marketing management (13th ed.). Upper Saddle River, NJ: Prentice-Hall....
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This note was uploaded on 07/22/2011 for the course MKT 421 taught by Professor Unknown during the Spring '08 term at University of Phoenix.
- Spring '08