A document which sets out an organisation’s strategies and tactics designed to achieve its marketing objectives in support of the overall Business Plan. Typically, it will cover a timeframe of one to five years and be a blueprint for the organisation’s interactions with, and understanding of, its target audiences. Among other things, the Marketing Plan may define the target audience, analyse competitors and their strategies, set out the organisation’s own communication activities, set pricing parameters, detail Loyalty Programmes and anticipate market change.

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