The type of marketing plan you develop will depend on the nature of your organization. A small business or individual practice will not have the resources to do as much market research as a large corporation. Its environmental and competitive analysis may be less developed. In a midsize company or a start-up, the marketing plan often will be developed along with the overall business plan. It will generally flow from the business plan and work in conjunction with other operating plans, such as finance, operations, and production. In a large corporation, marketing plans may be developed by a marketing department, a line of business, a product group, a geographical region, or other business unit. Some institutions use a top-down approach to market planning, with a few key executives setting policy, which is then implemented in the field. In a bottom-up approach, each division, profit center, or line of business may develop its own plan that is then “bought into” by senior management.
Percentage of Advisers with a Written Plan
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