New marketing plans for new ventures
Traditional Marketing Planning Is Wrong for Your New Venture
Building a marketing plan for a new venture, besides being complex, has a lot of futurology on it.
Peter Whalen and Samuel S. Holloway propose a new framework to address marketing issues in a startup environment: Effectual Marketing Planning.
On this article they show how this tool was applied to a smartphone app developed by a team of engineers, typically not trained business professionals.