What should be included in the executive summary of a marketing plan?

The executive summary of a marketing plan serves as an overview that encapsulates the essential elements of the entire document. It is designed to provide stakeholders, such as senior management or potential investors, with a quick yet thorough understanding of what the marketing plan entails. Including an overview of the marketing plan's discussions ensures that readers grasp the strategic direction, objectives, and key initiatives being proposed without getting bogged down in too much detail.

This approach allows decision-makers to quickly assess whether they want to delve deeper into the entire marketing plan while capturing the key highlights, such as target markets, positioning strategies, and expected outcomes. By summarizing the key points, the executive summary acts as both a stand-alone summary and a vital introduction to the more detailed facets of the plan found in subsequent sections.