Chapter 28
The Best-Laid Plans Are Written Down
In This Chapter
◆ What a marketing plan is and why you need one
◆ What topics a marketing plan will cover
◆ How to use the worksheets throughout this book to build your plan
◆ Tracking the effectiveness of your marketing plan
◆ Tips for documenting the plan in writing
 
It’s easy for consultants like me to say you need a written marketing plan. We’re the same people who tell you to document your employee procedures and keep your disaster plan up-to-date as well. You devote time to all these things, but you probably don’t ever feel like you’re finished.
The truth is, any kind of planning work is never done. But that doesn’t mean you should put off starting. Once you get started, planning is a process ...

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