The tools of marketing are not a program – they are simply tools.
by Bruce W. Marcus
Professional Services Marketing 3.0
A marketing program is not simply a catalog of tools. It’s a plan — a strategy and a tactical plan. It’s the sum total of all relevant activities, supporting one another, and not just random activities designed without objective, nor relevance to the needs of the prospective client.
It begins with a realistic understanding of the needs and opportunities of the markets you serve. It defines your abilities to meet those needs. It develops a strategy to persuade your market that you can serve its needs. And it formulates the tactics needed to make that strategy functional.
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