The marketing plan is an action$-$oriented document or playbook that guides the analysis, implementation, and control of the firm's marketing strategy. Creating a marketing plan requires the input, guidance, and review of employees throughout the various departments of a firm$$not just the marketing department$$so it is important that every future business professional understand the plan's components. The specific format of the marketing plan differs from organization to organization, but most plans include executive summary, situation analysis, marketing strategy, financials section, and controls section.