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On Target: The Book On Marketing Plans
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A marketing strategy often begins with a mission statement. A good mission statement normally focuses on the benefits you offer to your customers, and links to your corporate mission.
A good marketing plan sets specific marketing objectives. Think about sales, market share, market positioning, image, awareness, and related objectives.
If you use the Internet to search for mission statements, you'll likely find a lot more than you want. Here are some related links.
State your marketing plan's financial objectives as clearly as you can. Marketing involves sales, costs of sales, and sales and marketing expenses, all of which affect profitability and cash flow.
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