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Marketing plans vary considerably depending on the product, the marketing
objective, the company philosophy, not to say whether it is a physical
product that is marketed or a service. Also the considerations on whether
it is a domestic or international market affect the structure of the
marketing plan.
There are several good books on marketing but as for as I know no one has
set about to prepare one on preparing a specific marketing plan as it
would be a heroic task.
Do let me know if you have any specific aspects to be tackled and from my
lecture series on the subject I can probably give you some of the most
recent referenecs that should be of use to your friend.
Regards
Jacob Matthan
Oulu, Finland
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