Articles and guides which relate to the marketing planning process. Why you need it, how to do it and how to keep getting better at it.
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Why read this? : We go through a SWOT example to show what to look for in a well-written SWOT. Learn how reviewing your strengths, weaknesses, opportunities and threats helps you organise your marketing thinking.
Why read this? : We explore how to find e-Commerce growth opportunities. Learn how to identify and go after different growth sources. Plus, how to position yourself to meet your ideal customer’s needs. Read this
Why read this? : Building a market attractiveness model helps you decide which customers to target. We go through the process of how you build one. Learn from our example how to gather the data and
Why read this? : We explore how to get better at writing briefs. Learn why you need briefs. What’s in them. Who should write them. When to write them. And how long it should take.
Why read this? : We explore 12 e-Commerce capability areas covering skills, processes and systems that drive online selling success. Learn how these support the whole process from identifying opportunities to creating great experiences. Read
Why read this? : We look at how to grow your business by offering digital services. Learn from our examples of online customer needs in areas like information, entertainment and shopping. Read this to learn
Why read this? : We look at why those who say the 4Ps of marketing are out of date have got it wrong. Plus, learn from our alternative 4Ps of marketing what marketers actually do
Why read this? : We share innovation lessons which make launching new ideas less hard work. Learn the value of having a growth focus and dopamine’s role in innovation. Plus, different ways to set up
Why read this? : We explore how to make marketing planning run more smoothly. Learn the benefits of separating the process from the plan. Plus, how to find an unbiased process leader to ensure the