In a recent article, Andrew Ehrenberg writes that “many goals in marketing are unrealistic” and “doomed to failure from the start.” His comments appeared in a piece titled “Marketing: Are You Really a Realist?” in Strategy+Business, the newsletter from Booz Allen Hamilton, the global management and technology firm.
Chasing New Business?
As well you should. New business is what makes the world go round. Your business relies on new business to survive. To get new business you must constantly change your marketing efforts. But what about old business? Have you made a business crippling mistake? Have you forgotten your previous customers while looking for new ones?