Who should see your plan? All the players in the company. Firms typically keep their marketing plans very, very private for one of two very different reasons: Either they're too skimpy and management would be embarrassed to have them see the light of day, or they're solid and packed with information . . . which would make them extremely valuable to the competition.
Develop Strategies and Programs. Based on predetermined objectives, decision makers then design long-term strategies or actions to achieve goals and also specific short-term programs or actions to implement the strategy.