A marketing strategy consists of specific strategies for
Target markets, positioning, the marketing mix, and marketing expenditure levels. It outlines how the company intends to engage target customers and create value in order to capture value in return.
Additional sections of the marketing plan lay out an action program for implementing the marketing strategy along with the details of a supporting marketing budget.
The last section outlines the controls that will be used to monitor progress, measure return on marketing investment, and take corrective action.