Marketing rarely seems to deliver on its promise. You probably don't have the budgets to compete with the big players. You find it difficult to justify spending all that money and you cannot be sure if your marketing budget is being wasted. Maybe you've hired marketing managers, experts or agencies who have promised much, but achieved little. Whatever your situation a practical detailed marketing plan with specific objectives, actions, and measures is essential - backed by a robust management process to keep the plan on track and ensure delivery. Without these two essential components your marketing will be ineffectual, slow, and underwhelming and your investments destined for failure. In The Business Leaders Essential Guide to Marketing, renowned business adviser, Stephen Dann sets out the methods, the tools, and the techniques to enable you to plan your marketing activity with clear measurable results and ensure you gain new customers. Whether you are a business owner, marketer, or entrepreneur, The Business Leaders Essential Guide to Marketing enables you to develop and implement marketing plans to achieve your commercial goals. You discover: Why marketing fails How to assess your current situation How to define your ideal customer How to develop messaging and brands Where to focus and what to measure What's in your marketing plan The process to ensure your marketing plans are implemented What might go wrong