According Philip Kotler, the author of the famous Marketing, marketing plan should be developed for each type of business activities, which are aimed at the sale of a product or service.
More and more often, the structure of the marketing plan designs the team or several teams of employees of the company. In participation in the planning of marketing activities it is worthy to invite both the managers and the ordinary employees. The volume of the plan does not matter. Most important is, that it fulfils its role, meaning ensure the company to generate profits.
Marketing plan includes: