Guide _ in a marketing you will think, record and document all your ideas, products and services offering, price, distribution channel, programs, sales direction, customer segment and so on. I have experienced whereby I suddenly realized that my business is not going on the right direction because I didn't follow my marketing plan. Have you experienced that? Or perhaps you suddenly realized that the thing you do know supposed to be done many months ago because you forgot about it? And you forgot because you don't jot it down and plan for it? This is what I mean that marketing plan as a guide. I cover this in my Marketing Plan Breakthrough S6PEC.
So in order to bring success to your business, you need a strategic marketing plan. Strategic plans are classified according to their time frame to long, medium and short_ term plans. Usually long_term plans tend to be between 5┦ years at corporate level, medium_term plans 2λ years and short_term consists of a time period ranging from 6 months to 1 year.