The pillars of a good marketing plan

07/13/2010 | Business-Strategy-Innovation.com

Companies tend to struggle with marketing because they approach the problem from within and write marketing plans that reflect their own values, writes Matt Heinz. "They're written from your point of view, based on what you want from the market, and they fail to reflect or take into account your customer's perspective," he notes. To get into your ideal customer's head, Heinz recommends asking yourself five key questions about the motivations, qualities, desires and drives of your target audience.

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