It’s that time of year again. If you haven’t started on your 2008
marketing plan and budget, it’s time to pick up your planning tools.
Remember, good planning means fewer fires to put out later.
Whether this is your first time building a marketing plan or your
twentieth, before you get down to specifying tactics and programs, make
sure you have a solid grasp of your company’s strategy. Every decision
you make in preparing your marketing plan and budget should be in
support of executing your company’s strategy, so keep it in mind as you
define your marketing objectives and build your plan.