How to Innovate in Marketing (Collection), 2/e

Section V. Implement: Traditional and New Media

“If things seem under control, you’re just not going fast enough.”

—Mario Andretti

During the course of working with CEOs, marketers, and entrepreneurs over the past 20 years, I have observed a consistent trait: They want to jump into execution without having a well thought out marketing plan. They want to implement some type of tactic to generate leads or sales. And therein lies the single biggest reason that most businesses fail. A tremendous amount of time, effort, and money is wasted because they don’t do the foundational work to understand their customers, target market, positioning, or competitive market.

When businesses implement one tactic after the other and wonder why they are not effective, ...