ABSTRACT
There's nothing for it now — you've come this far; it's time to put the theory into practice. It's time for you to go out and win new business for yourself. We can use this final section as a review and an aide-mémoire using a hypothetical new business example, also answering any remaining doubts, queries and questions at the end of the chapter. Our framework will be the ‘Twenty Golden Rules’ and the ‘Push/Pull’ dichotomy of Chapters 3 and 4, respectively, and our key words will be ‘marketing’ and ‘planning’, as we complete the following matrix structure: https://www.niso.org/standards/z39-96/ns/oasis-exchange/table">
Plan
Target
Tools
Marketing strategy
Tactical conclusions
Action plan
