Скачать или смотреть Strategy Outcome Based Thinking | Roxanne Emmerich

Picture yourself in the driver's seat of your dream car, ready to go—but the windows are all painted black and there are no gauges. You turn the key and the engine roars. You push the pedal to floor and away you go!

You'll end up somewhere, but it won't be pretty.

Many businesses operate their marketing efforts in much the same way. They send out a few postcard campaigns and direct mailings, invest in a website, make a few signs and counter displays and make some pretty brochures with a picture of their building but no call-to-action. And they're surprised when they end up in the ditch.

I hate to see good money being tossed down the drain because there isn't even a basic marketing plan in place. Budgeting is not planning—and budgeting does NOT create results. You need a strategy to clarify how you will operate your company, your department, your marketing plan. This is your map, your vision and your gauges all rolled into one!