The written document that describes your advertising ... intend to use to reach your marketing goals A company needs a marketing plan just as it needs a business plan. Here's how to write a ...

It documents the business-critical measurements needed to track the results of a marketing plan and the high-level technical requirements that make it possible. It doesn’t set benchmarks or goals.

A marketing plan must be relevant and actionable. It should gather and distill the learning of the organization into one document that charts a course of action. A well-constructed marketing plan ...