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May 11, 2004
What is a Marketing Playbook?
This whole "Playbook" thing is really pretty simple. Most of the time marketing -is way too complicated. One way to keep it simple is to think of it like a game. A game where you need strategy - the Marketing Play(tm), you need intelligence about what you are up against - the Marketing Playing Field(tm), and you need some guidelines for when you actually run down the field - the Campaign. The Marketing Playbook idea is really just a concept or system for keeping these three elements organized and at hand. It is also the lense through which we make sense out of a lot of what we see in business out there.Posted by johnza at May 11, 2004 06:10 AM
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Comments
I run a non profit. This basic approach is great. I have used it with my staff to help keep our strategy on track easily with people who don't know marketing at all. Also great for helping us think about both serving clients and doing fundraising.
Posted by: david at May 22, 2004 05:29 PM
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