In this chapter:
• The essence of marketing planning
• Link between business strategy and marketing
• Developing a 12-month tactical marketing plan
There’s a universal truth: that companies and enterprises succeed by getting, keeping and growing customers and clients. Customers and clients are the only reason why we build railroads, manufacture convenience foods, send satellites into space and make fire-retardant furniture.
But there’s a trap – most managers are seduced into thinking that what worked ...