BU352 Lecture Notes - Lecture 2: Competitive Intelligence, Competitive Advantage, Swot Analysis
Document Summary
Marketing plan a written document that acts as a guidebook of marketing activities for the marketing manager. The marketing plan is only as good as the information it contains the effect, creativity, and though that went into its creation. Having a good marketing information system and a wealth of competitive intelligence are critical to a thorough and accurate situation analysis. Provides a basis for comparison of actual and expected performance. Provides clearly stated activities that help employees work toward common goals. Serves as a reference for the success of future activities. The marketing plan should be a written plan yet many companies do not write it down. Why do companies tend to not write down. Mission statement a broad description of a firm"s objectives and the scope of activities it plans to undertake. Ex: heart & stroke foundation mission statement.
