At the beginning of every story whether it be, "Once upon a time..." or "It was the best of times, it was the worst of times,..." it is the time to draft the strategic course for your brand's or company's marketing initiatives. Like all great marketing stories, this roadmap will have a starting point where exploration of the market landscape and target demographic lead to strategic planning and the development of cost-effective and results-oriented tactics and assets to reach the goals of the initiative. Every twist in the plot is foreseen and carefully mapped out and every chapter begins and ends according to the plan. There are no surprise endings.
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