The Five W's of Marketing

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Bloomberg Businessweek, 10/15/10

When developing a marketing program, it’s not enough to know who, what, when, where, and why. You need to keep them in order, says Steve McKee

You’ve heard of the Five W’s: who, what, when, where, and why. They’re the elements of information needed to get the full story, whether it’s a journalist uncovering a scandal, a detective investigating a crime, or a customer service representative trying to resolve a complaint. There’s even an old PR formula that uses the Five W’s as a template for how to write a news release.

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