Handbook of Research on Emerging Technologies for Effective Project Management

Canvas Marketing Plan is a design thinking tool to help companies build a marketing plan that allows them to make better decisions.It provides a simple structure that allows the user to visualize the dynamics and interaction of the different stages of the marketing plan and adapt the products and services to the needs of their clients, thus, "finding" the best position in relation to their competitors.This chapter presents a methodology of marketing that aligns the marketing plan with a highly connected and constantly changing market, but also online interaction vs. offline interaction, thus facilitating marketer planning.The canvas marketing model is validated by 146 marketeers from 17 distinct sectors of activity, allowing authors to gauge the timeliness and usefulness of this Framework.