A written game plan for the coming calendar or fiscal year, often serving as the basis on which promotional funds are allocated. It should be elastic and capable of modification as circumstances warrant.

Key elements of an annual marketing plan:

1. position in the marketplace;
2. marketing goals and objectives in order of priority;
3. courses of action to be taken vis-a-vis product mix, pricing, promotion, and distribution;
4. implementation timetable;
5. responsibility assignment;
6. plans for subsequent evaluation.