By: Laura Patterson A marketing plan does not need to be complex, but it does require several elements to be effective. The plan should include market research to understand the customer, defensible positioning to own a space in the customers' mind, strategies and tactics to meet the company's marketing goals, and metrics to track progress towards those goals. Most importantly, a marketing plan must be aligned with the company's business plan.
By: Neville Pokroy Marketing planning is one critical factor that differentiates large corporate businesses from "smaller" businesses. It is one way for the corporations to retain a competitive advantage. But is it something that can be faced by "smaller" businesses, and overcome?
By: Andy Marken The primary purpose of the marketing plan is to make certain that all relevant facts are known so you are aware of the obstacles that have to be overcome... and the opportunities that can be exploited. Once these are identified, you can establish a realistic set of objectives and plan your actions to achieve those objectives.
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