Dictionary of Marketing Terms: action program
action program
- precise details of a company's marketing strategy that spell out the specific tactics it will use to achieve its marketing objectives; also called marketing plan.
- plan or strategy adopted to best position and sell the goods and services of a particular client. The program must have three primary objectives: (a) to satisfy the needs of the marketplace; (b) to secure an advantage over the competition; and (c) to create profit.
