[2] A comprehensive marketing plan may contains historical data, future predictions, methods or strategies to achieve marketing objectives, and analyses of the strengths and weaknesses of a company, its organization and its products.
[4] The marketing plan offers an opportunity for a productive discussion between employees and leaders of an organisation.
It also lets the marketing team to observe and study the environment that they are operating in.
This includes processes such as market mix, research, situation analysis, segmentation, strategies, budgets, financial forecasts, competitive strategies, objective setting, and results monitoring.
Quinn describes marketing plans as generally concerned with "8 Ps": Price, Product, Promotion, Place, People, Physical environment, Process, and Packaging.