You'll end up somewhere, but it may not be where you want to be. To rea- listically reach the goals you've set, you need to have a written strategic marketing plan.
Marketing is a process and, as such, it never ends.
Once the infor- mation is compiled and the plan designed, it has to be refined and revamped to accommodate changes in the marketplace. The subsequent steps are to be answered by you and your staff, but the importance of market research is always stressed. After all, the goal of marketing is to make people want to do business with you. And it's impossible to develop a consumer orientation unless you know your prospects and clients and their needs. Make sure anyone affected by the plan is included in its development.