Stop Writing Marketing Plans
If you ever took an Introduction to Marketing course, you were probably asked to write a marketing plan. The promise of the maketing plan is seductive: if you tick off all of the compulsories – executive summary, situation analysis, SWOT analysis of your competition, objectives and goals, the Four P’s, implementation strategy and measurement – you will generate a guide to marketing success for the next six to twelve months. The problem is, marketing plans don’t work! I’m not sure they ever did, but they sure as hell don’t work now in this rapid-pace, always-on Internet and mobile environment.
