How to plan marketing?

"Marketing strategy is a series of integrated actions leading to a sustainable competitive advantage"


Hundreds of external and internal factors interact to affect their ability to achieve their objective. The most important person in this area of business is a manager. They have to think rationaly in marketing decisions, but also they have to be very care full.
The essence of marketing planning to the success of an organisation is to analyse "needs". It more concerned with identifying what sales is going to made in the longer term and to whom.
There are two principal kinds of marketing plan:
1. The strategic marketing plan.
That means a plan for three or more years. It is a written document showing how managers perceive their own position in the market relative to their competitors, what is their strategy, budget, etc. For as three year of the strategy plan is most common, but five years is the longest one, which is not so comfortable because of the changes in technological and environment. The interesting think in this one thing is that Japanese plan is for 50-200 years, which for me is completely unusefull.
The second one- the tactical plan is just for one year, but this kind of planing is made for a strategic plan, but this one is more detailed.
The important think witch a manager can decide to do is a marketing research. They don't have to agree to make it, but it is more useful for making decision and also important for a strategy.

Successful marketing planning is the cornerstone of developing strong, and durable organisations. It's can be essential if performance is to be optimised and long term goals are to be achieved.