ABSTRACT
This pivotal chapter begins with a summary review of all the thought leadership presented in this book as well as its companion volume. The effect is a cumulative, practical exploration of the integral role of communications consultants, and the powerful impacts delivered for clients. From that perspective, the processes involved in both business and marketing planning are assessed. As discussed, a decade ago, Forrester Research foresaw the extinction of agencies unable to switch from push to pull marketing, along with any other service-based firm incapable of offering strategy expertise, managing and analyzing data, measuring, and harnessing social media. For readers, this material provides actionable formulas for guiding marketing planning efforts forward according to the full range of specific client needs.
