James Cooper shares an interesting spin on the elements of a marketing plan in a recent post.   His outline includes:

• Vision
• Awareness
• Competition
• Message
• Media
• Analysis
• Funnels

What is missing from his outline is the customer.  Although it is implied as you read his comments, from my perspective, the customer needs to lead the list.   Your marketing plan, and for that matter your entire business needs to be about meeting the needs of a select group of people.  Serve one group well, and use your marketing to tell the story!

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