Marketing management will develop a marketing plan to specify how the company will execute the chosen strategy and achieve the business' objectives. The content of marketing plans varies from firm to firm, but commonly includes:

* An executive summary
* Situation analysis to summarize facts and insights gained from market research and marketing analysis
* The company's mission statement or long-term strategic vision
* A statement of the company's key objectives, often subdivided into marketing objectives and financial objectives
* The marketing strategy the business has chosen, specifying the target segments to be pursued and the competitive positioning to be achieved
* Implementation choices for each element of the marketing mix

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