Oscar Wilde once said that the only thing worse than being talked about is not being talked about. The same could be said about businesses. You can spend lots of money on advertising, but in an ideal world, your customers will do a lot of your advertising for you.
Like a roadmap guiding you to your destination, a good marketing plan is essential to achieving your goals. It organizes your priorities to determine the best route to take, and forces you to think and rethink your marketing throughout your journey. So how do you actually develop an effective marketing plan?