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Your work with the Advisor will have set the stage for the documentation
of your marketing plan.
The Advisor will have helped you to:
- Understand where to focus your energies.
- Recognize your strengths and weaknesses.
- Obtain the proper product positioning.
- Identify potential changes in product content or positiong.
The Advisor results are referenced in the appropriate places throughout
the plan. You will be reminded to re-visit these conclusions as you document
your plan. |
Next, PWHT will guide
you to Document your Strategy and Develop Detailed Tactical Plans.
It offers a structured process for you to follow and, at every stage,
it offers knowledge specific to the software and high technology industries.
The following areas are covered in detail:
Strategic Product Marketing
Market Description
Positioning Strategy
Pricing Strategy
Product Naming Strategy
Tactical Product Marketing
Channel Distribution
Collaterals
Public Relations
Advertising
Sales Promotion
Direct Marketing
Bundling
Internet and Electronic Marketing
Trade Shows
Sales Projections
Expense Projections
Each area is complete with templates, explanations, examples, checklists,
and budget estimates.
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