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January 29, 2003
Marketing plans: a guide through good, bad times
By PING CHING and DEE YOUNG
Special to the Journal
Ching
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In this column last week, we discussed the importance of having a marketing plan for your A/E/C firm. A plan positions your firm more competitively and your programs more precisely. In Part One of the column, we covered the importance of a vision statement, defining your target audience, and understanding both your competition and the business climate.
Goals and objectives
. . .
Previous columns:
- How to create a successful marketing plan for your firm, 01-22-2003
- In tough times, inspiring marketers lead the way, 10-16-2002
- Careful event planning prevents nightmares, 08-21-2002
- Should A/E/C marketers uphold a code of ethics?, 07-24-2002
- Flying solo in marketing, 05-22-2002
- Writing from the ground up, 04-24-2002
- When layoffs are near, keep resume ready, 02-13-2002
- Web sites as marketing tools, 11-21-2001
