John San Filippo

Marketing is not a process. Of course there are certain processes to follow. However, there’s no universal marketing checklist that you can work through and then declare all your marketing complete.

 

Effective marketing is situational, with many different variables.

 

How well-known is your brand? How innovative is your product? Who are your competitors? What's going on in the marketplace? What do the regulators say? These are just a few of the questions that will lead to the formation of a truly strategic marketing plan.

 

What’s more, you need to be ready to change that plan on a moment’s notice as the world around you changes.

 

This is an area where I truly excel.