Following up on the case study in Episode 254, we decided that maybe a little back-to-school education on Marketing Plans would be a good idea. This episode talks about what goes into a really good marketing plan, how to create one, get buy-in for it,  implement it, and keep it going through it's lifespan.   Frank interviews Deirdre and they talk about the lessons learned in doing a volume of marketing plans, in-house and as consultants. From marketing plans for expanding into existing markets and services to new market exploration, this podcast covers it all.   The Markendium books mentioned in the podcast are available at https://www.amazon.com/dp/B0C4XTZSH8    Music by RomanSenykMusic on Pixabay. www.pixabay.com