MARKETING PLAN EXPLORER

Copyright 2002, Professor Jerome M. Katrichis

 

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I. EXECUTIVE SUMMARY

 

        The executive summary is a one to three page summary of everything that is contained in the marketing plan. It provides highlights of what is to be accomplished, how it is expected to be accomplished and what results are to be expected. It is generally the last portion of the plan to be written.

       

        Remember that one of the primary purposes of a marketing plan is to provide a communication vehicle for individuals within the organization. To force everyone in the organization to be familiar with every aspect of the plan would be an enormous waste of resources. Instead, the executive summary becomes the primary communication vehicle for the vast majority of individuals within the organization.

       

        As the only portion of the plan that the vast majority of readers are exposed to, ask yourself, "What about the plan is it most important to communicate to others in the organization?"