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Looking for Resources on How to Write a Great Marketing Plan?

January 14, 2009 •

It must be the sea­son for mar­ket­ing plan­ning. Recently I’ve got­ten mul­ti­ple requests for point­ers on how to develop a great mar­ket­ing plan – even from my spouse who’s in a mar­ket­ing strat­egy role for a major wire­less com­pany.

My ref­er­ence library was packed away, due to an office remodel, so I launched a Google search – and was under­whelmed with what I found online. There’s an amaz­ing dis­con­ti­nu­ity in the resources avail­able: a chasm between the tra­di­tional con­tents of a mar­ket­ing plan and the impli­ca­tions of the online/interactive arena, ecom­merce, and the pres­sure for mea­sur­able, account­able vehi­cles for mar­ket­ing activ­i­ties. (Need­less to say, the gap between what’s pub­licly avail­able and what’s needed is one of the rea­sons why com­pa­nies engage con­sul­tants like me.)

Here are some of the issues.

[Read more…]

About This Blog

Reflec­tions on life, travel, books, and yoga. Think­ing out loud about the pur­suit of mind­ful­ness and well-being.

Learn­ing how to recover from the loss of a beloved spouse, and then to find a trans­for­ma­tive path for­ward.

About Me

Semi-retired marketing exec, transitioning from a career in high tech. Now "managed" by two Tonkinese cats. Missing travel and friends on the West Coast. Avid reader and foodie. Staying active with long walks, biking, kayaking and yoga.

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