Don’t Just Do Something, Stand There

May 2001
by Brian Jud, Book Marketing Consultant

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Amarketing plan is a document that outlines the ways in which your marketing activities may be implemented to reach your company’s goals. According to traditional practice, the plan is divided into two sections. The first part is the Strategic Plan that outlines your general marketing strategies, and the second is the Tactical Plan listing more specific actions. Most people can’t wait to start selling their books, so they skip Part One.

In the battle for increased sales and market share, you can emerge victorious over rival publishers by taking the time to create alternative actions and then implementing those that make the most sense. That, in a nutshell, is effective planning–and it starts with strategy. Here are some principles that will convince you to pause in order to plan your strategy before you begin your journey to success.

7 Principles for Smart Marketing

Principle #1: There may appear to be little difference between strategies and tactics, but each serves a function different from the other. Your strategies identify the path that will take you to your objectives, and your tactics describe the steps you will take on the path. There is a proverb that declares a journey of one thousand miles begins with but a single step. But what if that step is in the wrong direction? Strategies make sure you are headed in the right direction before you take action.

The overall goal for any publishing firm should…IBPA Members – Click here to view the full article (login required).

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