A report outlining a firm’s marketing objectives, strategies and tactics, including costings (budget), timings and forecast results. It concerns the future direction of the business for the next 1 to 5 years (depending on the nature of the business), in terms of the markets it serves / intends to serve, and the products / services it will focus on developing and selling. It is part of a business’s overall corporate plan and should take into account the business’s corporate objectives, its internal capabilities, and external opportunities and threats.