How to Get Started on Your Marketing Plan

When creating or upgrading a promoting arrangement, knowing where to begin is frequently a challenge. To superior create viable promoting methodologiesstart by gathering data almost both your commerce and the bigger commerce environment (competition, patternsmeasurements, etc). Internally, the sum of data you assemble almost your claim trade will depend on your company’s measures.

Data can incorporate commerce methodologies and plans; company showcasing plans; estimating; and pay articulationsWorker information is additionally an important asset. As you accumulate datain the event that you to begin with turn to internal sources and after that grow your understanding through outside assets you may do fine. External data almost the commerce environment frequently takes the frame of existing investigate, articles, competitive data, and industry news. Whereas these are frequently accessible in both print and advanced, the center here is finding data online.

Gathering Information Online — Getting Started

The numerous news sources and billion or so Web pages available on the Internet make finding information much easier than in pre-Internet days. Before the Internet, gathering information meant trips to the library, purchasing expensive publications and reports, and commissioning your own primary research. Now, it is a matter of knowing where to search.

You can start searching the Internet by looking in each of the general areas below. Organize useful material as you find it. Purchase, bookmark, or file each resource so you can draw upon it during marketing plan development.

These external resources, together with your internal company information, will be your initial knowledge base as you develop your Marketing Plan. As you progress along the planning process and the specific information you need become clearer, these initial resources are likely to be jumping-off points for gathering more specific information.

Information Sources

Annual Reports and other SEC Filings. These documents are required by publicly held U.S. companies and often include statistics and other industry information.

Books. Books can often provide detailed insight and analysis you cannot find elsewhere.

The Government. At last count 100 U.S. Federal agencies had statistical programs, many with data available on the Web. You can find the complete list at

Message Boards and Newsgroups.

You can pick up on trends, hot topics in the industry, and competitor information by following discussions.

News Articles.

These often give clues to the business environment and can lead you to additional information sources.


By reading and subscribing to competitor and industry newsletters you can get insight into current promotional tactics and other activities.

Research Sites.

Archives, press releases, newsletters, and executive summaries on these sites can provide relevant research findings and statistics.

Search Engines and Directories.

Search by keyword or drill down into directory sub-categories to find information.

Subject Sites.

There are some general sites —,, and to name three — with numerous topic-specific pages. Check for pages relating to your industry or product.

Trade Associations and Publications.

You will often find industry information, statistics, and membership lists online.

White Papers and other Company Publications.

Companies will sometimes publish free white papers that summarize the industry trends or other information.


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