There has been a dramatic shift in the importance of a marketing plan over the last ten years. For many companies marketing plans were primarily a budgeting tool that offered a snap shot of the companies marketing position, but was primarily put together catalog the tactics of a company would use during the next year. Today, marketers live in a fast changing world, where they need to constantly revamp their marketing strategies to adjust for new products, technologies, competitors, and the rapidly changing environment of their customers.