-the measuring sticks used to determine whether the efforts are successful
-the key is to determine which kinds to use to determine success or failure.
-cover marketing activities from 2-5 years into the future.
-with the exception of firms in industries such as auto, steel, or forest products, marketing plans rarely go beyond 5 years into the future.
-usually developed by a marketing or product manager in a consumer products firm such as General Mills
-deal with marketing goals & strategies for a product, product line, or entire firm for a single year.
Sign up for free and study better.
Get started today!