Abstract
CREATING A BREAKTHROUGH MARKETING PLAN takes time, energy, and effort. You can’t just sit down and write a marketing plan in an hour, unless you are working in a very small organization and already know the business exceptionally well. A good plan is based on a deep understanding of the business, the customer, the competition, and the market, together with smart strategic thinking and solid program development. All of this takes time.
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Notes
Andy Grove, Only the Paranoid Survive (New York: Crown Business, 1999), 155.
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© 2012 Tim Calkins
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Calkins, T. (2012). The Planning Process. In: Breakthrough Marketing Plans. Palgrave Macmillan, New York. https://doi.org/10.1057/9781137107619_6
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DOI: https://doi.org/10.1057/9781137107619_6
Publisher Name: Palgrave Macmillan, New York
Print ISBN: 978-0-230-34033-6
Online ISBN: 978-1-137-10761-9
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