Operating a business requires many skills. A business must have its goals and products; it must know its markets, operate efficiently, have good staff, manage those staff effectively and efficiently, adhere to many regulations and laws, and market effectively. Out of this mix, the business must produce a profit year after year. Since the mid-1900s the world of business has become more competitive every year—yes, every year. Never has this increase in competitiveness been more apparent than now, following the economic upheaval over the last 3 years. So, why do some businesses prosper while others struggle or fail? In many cases the answer is simple: Struggling businesses have no practical or effective marketing plan that optimizes and ...
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