How to: Create a great marketing plan

Follow Robert Ainger associate director at The Marketing Practice’s six steps to create a successful marketing plan

If you were a fly on the wall of many marketing meetings you might think there’s no room – or even need – for marketing planning these days. The discussion is quite likely to be about marketing as a continuous conversation and the adoption of increasingly agile techniques to respond to the needs of individual customers. Surely with this in mind, a structured planning process is likely to cramp your style?