The new marketing paradigm has shifted the emphasis from product and production, to selling, then integrated marketing within the holistic marketing concept.
During the final quarter of the 20th century, marketing became an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and stakeholders. Since 2005, marketing management professionals must maintain a precise focus on every customer from multiple perspectives. Holistic marketing recognizes that everyone, from everywhere, at any time can control every aspect of the buying relationship with a few mouse clicks.
A marketing plan is a written document which summarizes what the marketer has learned about the market, indicates how your firm will reach its marketing objectives and helps direct and coordinate the effort. Although, every business is unique - the planning part of the process is crucial.