Monitoring and Control: the purpose of this section is to make sure that all 9 sections are followed and the proposed objectives are being achieved. Apart from these 10 sections a marketing plan in order to be successful it needs to have 3 characteristics. The plan must be flexible, because the business environment is changing rapidly and the plan needs to be able to adapt in order to achieve the objectives that have been set.
The classical marketing plan would follow the following scheme: Declaring the mission: this is the planning stage when we establish the organizational orientations and intentions, thus providing a sense of direction. In most cases, this is a general presentation of the company's intentions and almost has a philosophic character.