Creativity and the Marketing Plan

Paper Summary:

This paper explains that, in the creation of a marketing plan, Paul Sloane?s concept of lateral thinking may be used to better the plan; in lateral thinking, the problem is tackled from many sides instead of handling it head-on. The author points out that another innovative way of thinking and planning is critical thinking, also known as informal logic, or the identification and the assessment of all the evidence needed in order to make a proper decision. The paper relates another alternative method is counterfactuals thinking, which involves offering alternatives to something that has already had a particular outcome.

From the Paper:

"The first step to be taken when sitting down to write a business plan is to conduct a thorough analysis and examination of the intended or the target market, that in other words defines the people who the company wants to sell the products and services to. Not all the people in the particular city or area would be interested in buying the particular product being offered by the company and this is why the specific customer would have to be analyzed and the plan be molded according to this customer. In addition, the number of such customers has to be researched, and a projection has to be made about the numbers, while keeping in mind the fact that these numbers may change due to various reasons like market trends and marketing policies."

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