Framework

Marketing plan: seven components

The question it answers

When drafting next year's marketing plan, which decisions must a marketing team make, and in what order, from customer needs through to budget and measurement?

Origin
Kotler and Armstrong, 2018
Diagram type
Process by phase
Level of analysis
Firm
Topics
Marketing & sales
Megaphone aimed at a glass target, icon for marketing and sales

Diagram

Marketing plan: seven components

  1. Logical order
  2. Customer needs
  3. Target market analysis
  4. Branding and identity
  5. Sales strategy and relationships
  6. Budget and resources
  7. Closing
  8. Measurement and evaluation

Sources

References

Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.

  1. Kotler, P. and Armstrong, G. (2018) Principles of marketing. Harlow: Pearson.No DOISource page