Elvin Weichbrodt: The Chartered Institute of Marketing answers this as "The set of objectives which an organisation allocates to its marketing function in order to support the overall corporate strategy, together with the broad methods chosen to achieve these objectives"
Julee Lanham: It is an overall plan for marketing a product like "We will introduce it at the Toy Christmas Show in July and then launch advertising during the World Series to catch the early attention of older boys and fathers and grandfathers. Then we'll do major ads in the week a week before Thanksgiving to get impact before the Thanksgiving sales ads come out." It can be shorter - like outlining a pattern of local promotions, or longer, like this fall, next spring, a push before summer break, then school opening. It can include test marketing, ads, new model or accessory introductions, discounts, city by city promotions, late night TV ads, talk shows, etc....Show more
Hyman Coren: produ! ct + price + place + promotion + people = profit
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