Marketing Plan is a goal-oriented application of marketing knowledge. A typical textbook on marketing such as that of Philip Kotler or Heribert Meffert has well over 600 pages and is aimed at a broad, mostly scientifically motivated audience. So for example, at start-up, a product manager or a specialist and leader in marketing would be overwhelmed. Apart from that, about two-thirds of executives are from a technical or scientific background and need compact, application-based marketing knowledge within the framework of agreed targets to contribute to business success which is measured as the contribution margin, or customer satisfaction. This task is fulfilled by a variety of publications on marketing plan, as many of them are in the book trade or for industry and business associations available.
There are different views about dual management concept, to see at what point an operational structure of the division’s marketing is. The so-called dual management approach shows that marketing has two basic functions. One is among other functions such as purchasing and production on a hierarchical level and another one is in the management. Marketing is not just one of many corporate sectors. Marketing as a market-oriented management is in the era of globalization of higher importance.
There are several interpretations of the marketing concept. Thus, marketing can be understood as equal line instance that includes the planning, coordination and control of all the markets looking corporate activities. Marketing can also be interpreted as a management philosophy. This includes marketing to realize market-oriented management of the entire company.