Marketing is the process of delivering messages to influence peoples’ perceptions and behavior as they relate to a specific product or service. It’s all the activity that drives a customer to interact with your business.
Successful marketing requires a strategy. But before you start writing your marketing plan, you need information and insight.
Here are five basic [...]

Welcome to Smart Marketing Strategy, a new resource to help you develop and execute more effective marketing plans and campaigns.
I’m Jean Gianfagna, president of Gianfagna Strategic Marketing in Cleveland, Ohio. I’ve spent more than 30 years developing marketing strategies and creative marketing campaigns for some of the nation’s top business and consumer marketers.
During that time, I’ve seen [...]