... a marketing plan is much like a navigational chart The marketing plan requires a look at all the relevant activities, define goals, identifies markets, selects strategies, makes assessments and ... particularly for smaller organisations But with planning and some creativity, programs can be implemented and a level of success attained This chapter should include also an clear and transparent marketing ... may not always be the case, especially in the travel trade Assessment Last, an organisation has to be able to assess the effectiveness of its marketing programs This does not always mean change;...