Marketing as a course of study is very young compared to other established courses of study, so also is planning and control in business. A marketing plan is a comprehensive blueprint which outlines an organization's overall marketing efforts. A marketing process can be realized by the marketing mix. The last step in the process is the marketing control. The marketing plan can function from two points: strategy and tactics. In most organizations, "strategic planning" is an annual process, typically covering just the year ahead. Occasionally, a few organizations may look at a practical plan which stretches three or more years ahead. The aim of any marketing operation (planning and control is to make the future happier, but this fact was not well recognized by most firms, initially the job that should be handled by experts in the field of marketing were given to less qualified personnel and in most cases this shortens life of most business.
