A marketing plan defines how a business will compete within its chosen market through its marketing strategy. The marketing plan should be aligned with and should support the business plan. The key element of marketing...
Marketing strategy and plans
Dave ChaffeyMultichannel marketing
Multichannel marketing is an established term which recognises the need to integrate both different sales channels and supporting marketing communications to meet different options for distribution. These include:...
SOSTAC® marketing plan model
I have featured PR Smith’s SOSTAC® Planning framework (explained more fully at Paul’s site: www.sostac.org) in all of my books on digital marketing strategy since it provides a simple, process-based structure for...
Marketing Playbook
Today’s marketing is fiercely competitive with multiple competitors and many best practices needed for digital marketing techniques which change through time. This has increased the need for a playbook to explain...
Go To Market plan
A plan which typically communicates a strategy for launching a product or service. This includes a new product launch or it could be launching an existing product launched into a new market or with new channel partners...
Co-marketing or Partner marketing
Co-marketing or partner marketing is potentially a low-cost option for increasing reach, but it does require time to set up and maintain partnerships. It’s most suited to companies that already have a known brand...
