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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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Chapter 11. Your Action Plan: Putting It All Together and Taking Action

Now you’re armed with all the tools to kick your marketing and business strategies up a notch. The final step is, of course, putting it all together.

What I’ve noticed after both attending and speaking at hundreds of conferences throughout the world is that people get very excited about the material, but a month or two later will be at the exact same place as they were they heard the new material. Don’t let that happen to you.

To set a clear action plan and some goals, you need to know where you currently are (remember the 360-degree review you did in the beginning?), as well as where your competitors are. To do this, I’m going to use the ever-popular SWOT analysis. A SWOT ...

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