Marketing 

why have a marketing plan? In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical. However, in concert with defining the marketing strategy you must also have a well defined methodology for the day to day process of implementing it. It is of little value to have a strategy if you lack either the resources or the expertise to implement it.

For many years the promotional function was dominated by mass-media advertising. In the 1980’s companies started taking a broader approach to marketing and seeing the need for more strategic integration of their promotional tools. In has now evolved into what is known as Integrated Marketing Communication (IMC).