Chapter 17 – The Marketing Plan: Putting It All Together

Learning Outcomes

After completing this chapter, learners will be able to:

Explain the purpose and structure of a comprehensive marketing plan and how it guides strategic execution.
Analyze organizational context, environmental factors, and customer insights to inform plan development.
Develop a complete marketing plan using a systematic, step-by-step process aligned with global strategic practices.
Apply analytical frameworks, segmentation models, positioning tools, and planning templates to create a professional-grade plan.
Evaluate marketing plans for coherence, feasibility, strategic alignment, and performance rigor.