It is essential that companies and institutions identify, decide and plan the medium-term actions (3 to 5 years) to implement the different policies, in a coherent and articulated way.

The establishment of a Marketing Plan has as main advantages:

- avoid making hastily and carelessly decisions;

- to anticipate the decisions to be taken, prepare its execution, reducing the occurrence of failures;

- to combine and articulate the different decisions, achieving a coherence between all the policies of the company or institution;

- formalize decisions and actions;

- facilitate communication of objectives and actions to employees;

- allow greater control over objectives and actions;

- to achieve efficiency and effectiveness gains.


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