Publisher's Synopsis
If you want to learn how marketing is done, this book is a start-to-finish guide for building a marketing plan. You'll see a highly-effective approach for creating your marketing strategy and growing your business in an ever-changing environment.
Included are easy-to-follow instructions for the 6 steps you'll need to build a powerful marketing plan.
1. Identify the Problems to Solve
2. Answer Four Simple Questions
3. Define the Current Customer Journey
4. Design a Better Experience
5. Build a Minimally Viable Offering
6. Launch and Refine
The authors show you how to use agile business techniques and rapid iteration to hit a bullseye with your organization's products or services. It's everything you need to know to jump-start your business.
You can use these steps to improve the performance of any organization, whether it's a for-profit business, a nonprofit institution, or any other type of entity. The story in this book is based on the co-authors' combined forty years of experience in consumer products companies and marketing agencies. While the book is written in story format, the authors provide practical examples to help you engage customers, clients, donors, volunteers, or anyone else you want to attract.
Topics Covered:
✔️ Looking Outside Your Comfort Zone
✔️ Challenging the Status Quo
✔️ Forming Alliances
✔️ Collaborating with Your Counterparts
✔️ Asking Basic Questions
✔️ Defining Your Customer Journey
✔️ Developing Your Prototype Offering
✔️ Launching a Digital Media Campaign
✔️ Leveraging Agile Business Practices
✔️ Rapidly Iterating for Continuous Improvement
