The definition of a marketing plan is the orderly and structured representation of scheduled marketing actions. These refer to actions to be launched in the foreseeable future (3-5 years), in a way that fulfills the company’s potential and remains true to its corporate values, audience, and staff.
Simply put, a marketing plan is a systematic way for a company to track, measure, plan and schedule their options. In a world changing so fast, a marketing plan can get quite complicated as it brings together many different departments, approval from the Board of Directors, and so on.
A marketing plan is to be adhered to, but it is subject to change following trends or changes (e.g. in the external environment, the company, etc.)