Marketers have been taught that in order for a Marketing Campaign to be successful we need to develop a plan. The Marketing Plan is used mainly at the start of a campaign to promote a new product. There are some aspects of the marketing plan that should be used by marketers every day, such as the executive summary. The executive summary gives a brief description on your company, and or product you want to market. These descriptions include; your target audience, the company’s budget, mission statement, target results, and many more. Everyday marketers would need to remember the company’s mission statement and objective in order to carry out campaigns. The last thing you want to do is ruin the company’s brand because the marketer’s creativity doesn’t go along with the mission of the company. The concepts of a marketing plan are more than the beginning stages of a business plan. Marketers have to look at it as an everyday task that requires constant improvement and maintenance. It’s more than just a marketing plan, it’s a way of life for marketers.