Chapter 1Marketing Strategy Road Map
1.1 Planning toward Strategy
Many entrepreneurs want to develop a marketing strategy without first looking at their surroundings. More than once, I have been approached by a CEO of a start-up who wanted me to prepare a marketing strategy for his organization, but he was unable to answer some basic questions: What are your organizational objectives? What are your competitors doing? Who is your client? In some situations, even “What is your product?” was problematic to answer.
As such, I have found that there is a tendency to develop a marketing strategy without context, and then adapt, modify, and change the strategy as the company grows. But if you are changing your strategy each time new information becomes ...
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