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I used to provide advice about how to develop marketing programs in the fall, when most printers were developing their plans for programs to be launched in January. Today, there is no longer a single time of the year when marketing and sales executives write their plans.
New programs are likely to be launched in almost any month. In companies with fiscal years that vary from the calendar, annual budgets may kick in on July 1 or September 1. Newly acquired companies and additional capabilities also frequently lead to the development of new marketing programs in the middle of the fiscal year. So February is as good a time as any to write about the pieces of the puzzle that make up a coherent program.
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