By Robert Croston
Do you ever wonder why it is that the marketing plan you completed last quarter is sitting on your shelf collecting dust? You had the energy and forethought to create the plan in the first place; but there it sits, nicely filed next to those manuals from last month's corporate retreat.
In my experience, few firms treat their marketing plan as the living and breathing document it should be. All too often, marketing plans are theoretical exercises that have few, if any, real world consequences. Many are difficult to understand and nearly impossible to implement. As a result, I see way too many plans that are not implemented in their entirety or just completely shelved.
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