Marketing Plan is a written document that summarizes what the marketer has learned about the marketplace and indicates how the firm plans to reach its marketing objective. 資料來源: Marketing Management 13th edition Kotler/Keller, p. 56
上面這段話很簡單且清楚的講出行銷計畫的內容,這邊值得注意的是作者提到 what the marketer has learned about the marketplace,很明顯重點在於做行銷計畫前的市場研究與分析,收集越多資訊越有利於做計劃,這句話很簡單但可以給很多人當頭棒喝,不管是高階主管或基層員工。許多人以為有高深行銷學的知識就可以寫出很好的行銷計畫,殊不知市場上的資料才是做判斷的最重要依據,有人常說 information cost time and money 一點也沒錯,希望很多人那種無中生有、不花錢或時間一下就把行銷計畫擬訂出來且大賺錢的想法能有所轉變,謹記 最即時的資訊、資訊、資訊還是資訊...