Create a focused marketing plan from connected decisions
The book begins with ideal customers and differentiation, then develops a consistent brand voice. Goal setting and channel selection connect the strategy with business priorities. Customer journey mapping, implementation, budgeting and review complete the approach, giving attention to both the plan itself and the way it is used.
Use the chapters to clarify your priorities, map responsibilities and decide what evidence will guide the next round of marketing improvements.
What you’ll find inside
- Ideal customers and value proposition
- Brand voice and message consistency
- SMART goals and channel selection
- Customer journeys and implementation
- Budget planning, measurement and adaptation
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