Having developed your strategy, you can now write it into a marketing plan. The plan goes into the logistical details of executing your strategy. These include details such as budgets, more detailed timescales, who within your company will manage the various points of the strategy, the logistics of various distribution channels and their incumbent costs and so on. As such, it is of course a longer and more detailed document.
Your marketing plan is typically a more live document than your strategy. This means you will tweak and update it fairly regularly. As costings, market conditions, economic conditions and other factors change, you’ll need to adjust your plan to accommodate them – whereas your strategy could well remain the same.
For both your strategy and your plan to be useful, you need to closely monitor the results of marketing activity and be ready to adapt both as necessary.