Tools for Designing Great Marketing Programs

Things go better when you have a plan in mind. In marketing, this plan can
be as simple as a back-of-the-envelope program using the Five Ps (product,
pricing, placement, promotions, and people), which I cover in Chapter 1. Or
it can be as complex as a detailed, systematic audit of all marketing activities,
followed by a carefully written plan and a spreadsheet-based budget to go
with it. I cover all these options in Part I, and I include the templates needed
to take the sting out of designing a good program that boosts sales and prof-
its. In fact, this book’s planning templates are easier to use and more profes-
sional than any of the software programs I have evaluated