In This Chapter
Deciding on your marketing priorities and tactics
Developing and implementing your marketing plan
Allocating the necessary funds
This chapter follows on from Chapter 9 and helps you to create your own marketing plan. You need to align your marketing plan with your business goals, so that the tactics you choose as part of your plan directly impact your results and help you fulfill your overall goals.
I show you how to translate those business goals into a marketing priority and a plan, consisting of practical marketing tactics (programs and their associated campaigns), which you can activate with the right people and financial resources.
Often, marketing teams undertake activities because they seemed like a good idea at the time. Although nothing’s ...