Chapter 9

Marketing

Introduction

The second step in the postlaunch phase of the First 100 Days Plan focuses on marketing. Marketing is a broader concept than sales. It encompasses all the activities involved with persuading a buyer to purchase a product or service from a seller. Because there are so many alternatives for promoting a business’s product or service, marketing is an area in which you need to be careful. If you (a) don’t establish a marketing strategy that guides your efforts and (b) aren’t aware of the range of options you have, you can easily spend a lot amount of money and get few results. The key is to develop an approach to marketing that is consistent with your business’s core mission and is laser-focused on your target market. ...

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