How to Write a Killer Marketing Plan

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Whether you call it marketing plan or something else, chances are that if you are in a marketing position, or anywhere close to a marketing position, you will work on such a document every year (and will be reviewing and updating it almost constantly during the year). A marketing plan is a fantastic tool for business success. It helps managers stay close to the reality of the company and its environment, as well as think big and constantly consider ways to compete. It is therefore critical that we improve our ability to write a fantastic marketing plan. This is the first step to executing a fantastic marketing plan. This technical note describes the basic process and efforts needed to write an excellent marketing plan.
Bibliographic citation: GALLO, Í. (2020). How to Write a Killer Marketing Plan. IESE, MN-404-E.
Date: 01/09/2020
Author(s): Íñigo Gallo
Document type: Technical Note
Department: Marketing
Languages: English