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marketing planning

Articles and guides which relate to marketing planning. Why you need it, how to do it and how to keep getting better at it.

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Building an e-Commerce strategy example

Why read this? : We walk through the steps to build an e-Commerce strategy for an example pizza delivery business. Learn how an external analysis identifies opportunities, and how to plan internal capabilities. We then review

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Small leaf growing in sandy earth

Sowing the seeds of e-Commerce growth

Why read this? : We explore how to look for e-Commerce growth opportunities. Learn which strategies work best for different sources of growth. We share how to identify your ideal customers, and how to position yourself

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Man writing blue shirt

A brief guide to writing briefs

Why read this? : We share what you need to learn to get better at writing briefs. Learn answers to key questions like why you need them. What’s in them, and who should write them. And

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Two post it notes - one with a light bulb sketch and one with 5Ws - why? what? who? where? when?

The 5Ws of idea generation

Why read this? : Idea generation is the process of finding ideas to fuel your business growth. We look at how you can improve that process using the 5W questions. Why, what, who, where and when.

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Marketing evolution - revolution model - spectrum showing mouse problem in middle and evolution answer - better mousetrap - and revolution answer - a cat

Marketing evolution versus marketing revolution

Why read this? : We explore the differences between marketing evolution and marketing revolution approaches. Learn how a marketing evolution approach helps drive steady long-term growth. And how a revolution approach creates disruptive (but risky) breakthroughs.

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