Since its inception, the Marketing Project has seen an amazing amount of creativity, discussion, and actual achievement. However, there have been frequent complaints that there has been no overall framework or context for this activity. This means it's not easy for newcomers to see where they can find a niche and make a contribution. There's also a danger that the same debates are repeated, rather than reaching an agreed position and being able to develop ideas in depth.
In 2004, the Project Leads decided to facilitate the development of a Marketing Strategy and a high-level Plan to give focus and direction to the work of the project. This work created the Strategic Marketing Plan.
The press gave the publication of the draft plan a good - if somewhat suprised - reaction. See:
The Plan was built in four stages:
Version 0.5 of the Plan was released at OOoConf 2004:
Read the Exec.Summary on-line |
Buy the Plan as a book US Dollars 7.95 |
Download the Plan 40 pages A4 504kb .pdf |
There is also an on-line copy of the Plan here in wiki format, for interactive use and updating.
Note: If you'd like to know more about the theory of Marketing Strategy, there's a good summary in How Stuff Works.