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.
营销计划是营销知识的面向目标的应用。一个典型的教科书市场如菲利普科特勒或赫利伯特·迈福特已超过600页，目的是在一个广泛的，主要是科学的动机的观众。例如，在启动时，一个产品经理或专家和领导市场会不知所措的。除此之外，大约三分之二的高管们从技术或科学背景和需要紧凑的，基于营销知识的框架内，应用商定的目标有助于商业上的成功，这是衡量边际贡献，或客户满意度。这个任务是由各种各样的营销计划的出版物，其中不少是在图书贸易或工业和商业协会提供。
大约有双重管理概念的不同观点，看在什么时候该司的营销业务结构。所谓的双重管理方法表明，市场有两个基本功能。一个是其他功能，如采购和生产上的一个层次，另一个是在管理中。营销不仅仅是一个许多企业部门。市场营销作为一种市场化管理是在更高的重要性全球化时代。
有营销概念的几种解释。因此，营销可以理解为等线的实例，包括规划，协调和控制企业活动的所有市场展望。营销也可以被解释为一种管理理念。这包括营销实现整个公司以市场为导向的管理。
