9
The Market’s Conquest
9.1 THE ANNUAL MARKETING PLAN
The impact of the marketing plan will be proportional to the effort invested in its construction, as well as of the position top management has given to marketing operations. The priority placed on marketing efforts must be examined both in absolute numbers and within the total corporate strategy and structure, which means in conjunction with the other vital functions of the organization.
Typically, the marketing plan comes before establishing sales targets since it determines what, where, to whom, and how to sell which products. The longer-term goal of the marketing effort is that of developing an effective master plan for the market’s conquest. This is the top pillar of the structure ...
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