I’ve just bought a new marketing book which I am ridiculously excited about reading. It’s a weighty tome and has the feel of a text-book about it with plenty of diagrams & charts and an extremely practical sounding title: ‘Marketing Plans: how to prepare then, how to use them’.
Most of the marketing text I read these days concerns ‘new’ concepts – social media, inbound marketing, content marketing, engagement, and is often in bite-sized chunks. It is, of course, important to keep up to date with new ideas as marketing methods change so rapidly; and blogs & white papers are a great way to gain a quick overview. What I’m looking forward to though, is an in-depth and thoroughly researched approach to marketing planning. Marketing planning is, in my view, one of the most important aspects of any business. After all, what is the point of having a barrel full of ‘new’ marketing tactics without a proper marketing plan in place?
It’s been a while since I read such an academic looking book and now, with twenty something years of real-life marketing experience behind me, I expect it will take on a new light. The challenge for me will be to adapt the concepts in the book, which are broadly aimed at big businesses, and make them relevant for small and medium businesses.
I’ll let you know how I get on!