Discussion
Christ on a bike, that's a big question! It's a huge chunk of what 'real' marketing is all about.
I haven't got time now, but will flag this for later.
A book would be useful. Get along if you can to a good bookshop with a decent business & education area. You're after a text book (rather than some sort of self-help thing). There are some called "How to do a marketing plan" and similar, but they may not be right for you. Take time to broswe all of them, and see if one makes sense.
FWIW, I keep a copy of "Basic Marketing - Student Edition" (McCarthy & Perrault, ISBN 0-256-10509-X) to hand, though my copy is old. The problem is that there is a wide range of tools to use in determining your proposition, marketing requirements, strategy and then plan (if you do it seriously). The trick is to use the ones that are right for you, and that takes experience as well as skill.
If you have a moment, try the books, but they will only help you so far. I'll try and come back in the next few days so we can ask questions and steer your thinking a bit.
I haven't got time now, but will flag this for later.
A book would be useful. Get along if you can to a good bookshop with a decent business & education area. You're after a text book (rather than some sort of self-help thing). There are some called "How to do a marketing plan" and similar, but they may not be right for you. Take time to broswe all of them, and see if one makes sense.
FWIW, I keep a copy of "Basic Marketing - Student Edition" (McCarthy & Perrault, ISBN 0-256-10509-X) to hand, though my copy is old. The problem is that there is a wide range of tools to use in determining your proposition, marketing requirements, strategy and then plan (if you do it seriously). The trick is to use the ones that are right for you, and that takes experience as well as skill.
If you have a moment, try the books, but they will only help you so far. I'll try and come back in the next few days so we can ask questions and steer your thinking a bit.
shadowninja said:
Small business, maybe.
Maybe.......but, if the rest of the small businesses which are in competition have professional help or a savvy employee then even a good book is not going to be the 'key' to leading the marketplace.
If you are looking for basic books with practical ideas I would recommend the Bradley Sugars business books at about a tenner each. Good solid and practical ideas for businesses without a business degree holder.
That said, I would suggest if the OP is not the owner of the business (or even if he is!) I would recommed that a better investment than the books would be a professional company to put him in the right direction. Well spent marketing money is a great investment. Poorly spent marketing will only reduce your tax liability at the end of the year!
Well, yes, get a consultant. I was just answering simpo's question. 
With small businesses it's often "all hands on deck" and the IT person may end up doing the accounting, the secretary doing the HR, the petrolhead doing the marketing.
With small businesses it's often "all hands on deck" and the IT person may end up doing the accounting, the secretary doing the HR, the petrolhead doing the marketing.
Edited by shadowninja on Sunday 16th September 12:27
The problem here is that the term "Marketing" tends to get used for a multitude of elements so it's important to understand what they really mean by "Marketing Plan".
More often than not, what's actually required is a promotinal plan (what media to use for what advertising and when, direct marketing, etc). Most media buying houses will provide this FOC as part of a pitch for the business.
A proper, full-on marketing plan will encompass brand positioning, key propositions, market/competitor analysis and much more besides and is not something to be undertaken lightly.
More often than not, what's actually required is a promotinal plan (what media to use for what advertising and when, direct marketing, etc). Most media buying houses will provide this FOC as part of a pitch for the business.
A proper, full-on marketing plan will encompass brand positioning, key propositions, market/competitor analysis and much more besides and is not something to be undertaken lightly.
If you are after a book about marketing plans and don't know much about them a good book is The Marketing Plan: A Pictorial Guide for Managers by Malcolm McDonald, or alternatively his more serious one
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