How to plan a marketing strategy

This week's Investment Week Articulate page looks at the financial adviser business as a marketing organisation, and how best you can organise marketing for this kind of business. If there's a subject you'd like to see explored on this page, please email: [email protected]

Every business does marketing. It is not possible to run a business, successful or otherwise, without partaking of marketing in some form. It does not have to be expensive and it might even be free. You might use a different word for it but anything which is about selecting customers; deciding where and what to offer them at what price; and communicating with them before, during and after any business they might arrange with you is always about marketing. So many of the big strategic decisions you face are marketing decisions. Put like that the question of how best to organise for marketin...