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Defining strategic objectives: the organization must have a clear vision and establish if the media channels will complement the traditional ones, or will replace them. We must define specific objectives (don't forget to check if they are SMART!) and we must also specify the contribution of the online activities to the organization's turnover.

Executive Summary: the marketing plan like all the documents that are submitted to established executive bodies must begin with a brief summary of the whole plan, with basic numerical data and info. Mission and Vision: the marketing plan includes the company's "reason of existence", values and its future intentions and strategic approach.

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