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- A good marketing plan has both strategic and tactical elements designed to help identify and accomplish its goals. Despite the fact that marketing often appears to be no more than the implementation of direction from the corner office, the best ones also contain elements of strategy that reflect and enhance those principles identified at the highest level. Too often, marketing efforts are seen only as a media placement plan or advertising schedule. The best ones are much more than that and, quite frankly, need to be if they are going to succeed at more than the most episodic and rudimentary level
. • A good marketing plan is intertwined with the corporate business plan and, in fact, may actually be that plan, or at least include the business plan's goals expressed in terms of tactics. Despite what we said in the previous paragraph, the marketing plan can't exist in and of itself without intrinsic links to the company's overall strategies. They are two sides of the same coin and must be played together in order for either to succeed. Marketers who think they can operate independently of corporate goals think incorrectly and either their goals, or those of the company, will be compromised if they try.
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