Marketing and Business plans and strategic plans are two different things, although they have a common ground into achieving corporate goals.

A marketing plan requires the orchestration of all marketing tools into a cohesive and profitable venture. Incorporating elements of communications, promotion, advertising, web and internet marketing, new media, social networks, viral marketing, email marketing, networking public relations and a combination or many other tactics can enhance the chances of a company to achieve it's financial and market goals.

A marketing plan is a written and living document that includes all of the strategies and actions to perform in order to achieve your desired business goals. Although a good marketing strategy shall have a great component of business strategic elements to be sound.

The marketing process includes five steps: marketing and environmental evaluation or assessment (generally conducted through market research), target market identification, setting marketing strategy, coordinating the marketing mix, and finally evaluating results.

'80:20 rule'. To achieve the maximum impact, the marketing plan must be clear, concise and simple. It needs to concentrate on the 20 per cent of products or services, and on the 20 per cent of customers, which will account for 80 per cent of the volume and 80 per cent of the `profit'. The question is, which 20% are we talking about, then that is why you need a marketing consultant.

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