E-Marketing Professionals

A good marketing plan is an active, living document designed to accomplish tasks, not a theoretical exercise destined to sit on the shelf. Marketing is a lot like dancing in that, if you don't execute the moves, it does anyone little good that you know all the steps. The best marketing plans are dog-eared documents with pencil edits and handwritten commentary that are falling apart at the seams. That shows they've been used and used well. The worst plans are pristine volumes that sit on shelves and gather dust. There are no grades for neatness when it comes to your marketing plan.

• Good marketers know that all things commercial revolve around marketing. That will sound heretical to anyone who is not a marketer, but when you get right down to it, marketing impacts virtually every aspect of commerce. As much as any other member of a company's executive team, the marketer's influence is felt throughout the enterprise and down the ranks

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