ABSTRACT
Any building is only as good as its foundations. The same holds true for any attempt to develop a practical marketing strategy. To add a touch of realism, unless you live in an earthquake belt (and most of us don’t) there is no reason why you should dig down as far below ground as you are going to build on top. Resources are scarce and should be used judiciously. Analysis is important but ‘analysis paralysis’ can be deadly and can produce a moribund organization. Balance – as in all things – is essential.
