- Planning Your Markets to Find Your Best Customers -
"Customer-driven" companies not only serves their customers, they go after them! How? Through great marketing plans.
This book walks you through the author's six steps and includes charts, a sample summary plan and a special "Getting Started" section to put you on the track towards great sales!
Here's how it starts:
“Dad, there are just too many good people to work with. I don’t want to work with these idiots and longer. I’ll find different customers.”
I told him this a few months after I took over the reins of our (his) steel fabrication business in 1981. On the golf course that morning, he had heard that I had cut off bidding some of his long-time customers and he wanted to get the “straight truth” from me. After hearing my reasons, he agreed. His parting words were, “Just be careful.”
I had done some internal research, figured out what I thought was wrong, sort of decided where I wanted to go; and then started down the road. I even wrote a few things down. And it worked.
This book is about one approach to writing a marketing plan.
These are the six steps to this approach:
1. Get into a planning mindset
2. Properly define your business
3. Understand the marketing function within your organization
4. Conduct a situational analysis
5. Set some goals, objectives, strategies and tactics
6. Apply all of the above to the five functions of marketing
These steps are the basis of all business and market planning. Completed step-by-step, they will give you a thorough understanding of your organization’s position in the marketplace. This may sound like a lot to do, but don’t worry – even if you have no background in marketing, you will be able to write an effective plan following the six steps in this book.
Buy it now and start planning for a successful tomorrow!