You can find various definitions of a marketing plan in any resource you check. For guerrillas, the marketing plan and the business plan serve the same purpose: to attract and keep profitable clients. The marketing plan articulates how you will get and hold on to those profitable clients.
Of course, the act of planning is based on the flawed assumption that you can see the future with clarity. In military circles, war planners bemoan that the best-laid plans rarely survive first contact with the enemy. Guerrillas embark on the planning process expecting that the path will take twists and turns along the way, but they also realize that they will never reach their goals without a guide.
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