The marketing program combines strategy and tactics, ideas and actions, and serves as the link between planning and implementation and control. Elements of the Marketing Program Marketing Plan. A marketing plan is a written statement of a marketing strategy and the time-related details for carrying out the strategy. What marketing mix will be offered, to whom, and for how long. What company resources will be needed at what rate.
Implementation involves putting the marketing plan into action.
Effective operational decision making is critical to successful implementation. Control is an ongoing process of analyzing and correcting the actions taken in implementation. Control jobs provide feedback to managers that leads them to modify their marketing strategies. Businesses expect that all plans require some fine tuning and even more than that when competitive forces change quickly.