“An asset in today’s strategy can become a liability in tomorrow’s market. An effective marketing plan addresses these changes so the company’s current positioning strategy matches its goals.
“One of the purposes of a marketing plan is to help employees understand exactly what the company is trying to accomplish… An interesting experiment is to ask your employees to write their descriptions of your business. Your company won’t be as effective as it could be if everyone doesn’t write down similar descriptions.”
— Don Debelak, in Streetwise Marketing Plan.