Corrective Plan. A marketing plan is a living document. Trust me, the moment you have it and experience planning your marketing, you will realize this. Therefore it is a plan that allows you to assess past strategies and results and at the same time allow you to make necessary corrective measures to fit your business growth. for example, who expected the 2008 financial crisis to hit us so badly? No one other than the few so called "economists" but how did responded to it? Severely. Many businesses closed including many giants. But the good thing is, many have a solid marketing and business plans, therefore they make quick corrective actions and moved forward.
The e_marketing plan is built exactly on the same principles as the classical plan. There is no different approach, but there might be some formal differences given by the uniqueness of the internet environment. Many of these differences come from the necessity to ensure a high rate of responsiveness from the customers, since the e_world is moving faster and requires faster reaction from its companies, compared to the traditional offline marketplace.