Advising your clients on marketing planning. By Nigel Temple
If you find yourself discussing marketing with a client, you could begin by asking them whether they have a written marketing plan. The marketing plan should be separate from their business plan. It should include the following sections.
Firstly, there should be a management summary. This provides an overview of the marketing plan and what they feel the marketing function should deliver. Suggest that they think in terms of building a well known and sought after brand. It is important to include sales targets for the year ahead and the number of customers needed in order to hit that target.