The DELTA Companion: Marketing Made Easy

This is a guide for creating and implementing a marketing plan. “DELTA” is the name PSI uses for its approach to marketing planning. The cornerstones of DELTA are Audience Insight and Brand Positioning. Decisions made and insights gathered here trickle down and influence all the other decisions made in the marketing plan.

The guide includes a discussion of characteristics of a good marketing plan, introduction of the components of a DELTA marketing plan through a visual graphic, and presents a brief example of the ‘DELTA’ approach as applied at PSI Angola.

Last modified: July 23, 2021

Language: English