The fifth section of the marketing plan is TACTICS. Here you lay out the logistics of how you are going to use your marketing tools. When will your marketing tools be implemented? What happens when? In this section you will create a Media Rationale and a Marketing Calendar. The media rationale justifies the use of a particular tool by outlining specific reasons why that tool is a good choice and the specific way it will be implemented within your plan. The marketing calendar is simply a week_by_week calendar of your marketing activities.
To add complication, many researchers have noted that the succession process can be traumatic, possibly clouding the vision or purpose of the firm and its members. For instance, because owner_managers in small businesses have fewer organizational constraints to curb their power, their decisions can have proportionately higher consequences for the firm. Also, from a psychological perspective, owner_managers' ideological zeal has a great effect on shaping an organizations purpose and direction. In this way, one can understand that the absence of this passion post_succession can have a very detrimental impact on a firm. Finally, on a more obvious level, succession is one of the only events that firm is bound to face at some point during its lifecycle. Another way to indirectly discern the subject's importance is by examining the amount of academic research dedicated to succession. During the twenty_year period between 1970 and 1990, the number of academic articles on the topic jumped by 250% and today, one third of all family business literature deals with succession subject matter.