15 Classic Planning Tools to inform strategy development

Powerful Classic Marketing Models for you to apply to your business

Digital Marketing Strategy and Planning Toolkit
This guide is part of a Toolkit with 14 other resources. Find out more?

Essential Marketing Models

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How will the marketing planning models help me?

We believe that marketing models are powerful tools to aid thinking when reviewing strategic options and selecting the best future direction for a company. Yet some are not well known or misused – we wanted to share these classic models for students and professionals to apply.

With so many different planning tools available it can be difficult to known which is the best to use in which situation. We created this free guide to help today’s marketers apply our pick of the most popular established frameworks for their decision making.

Our free Essentials Marketing Models guide features:

  • A simple explanation and diagram for each model 
  • Examples of how, when and why to use the models
  • What to watch for and best practice tips

About the Essential Marketing Models

About the authors

Annmarie Hanlon and Dave Chaffey with a Foreword by Marketing Communications expert Chris Fill.

What does the Models guide cover?

We have selected 15 classic planning models including:

  • Business growth models: Ansoff, BCG Matrix and The 7Ps
  • Communications planning models: AIDA, DRIP and STP
  • New product development models: Price-Quality, Diffusion of Innovation and Product Lifecycle
  • Planning process models: PR Smith’s SOSTAC® and Smart Insights RACE Planning

Companion guide: Free Digital Marketing Models guide

15 Classic Marketing Planning Tools to inform strategy development

Look Inside the Essential Marketing Models

Warning: Beware of other resources that you can't apply to YOUR business

Like all Smart Insights' resources, our Essential Marketing Models includes our "practical" promise to you: Unlike other sites—that just give you research—we only deal in practical, actionable, insight-driven resources that you can use to guarantee success on your projects TODAY.

Guaranteed to digitally transform your organisation

Actionable digital marketing advice, resources and training guaranteed to digitally transform your organisation.


I recently completed the RACE Digital Strategy Course. It was brilliant, and the 7-Steps guides are excellent resources, too. Thanks for providing such a fantastic collection.

Translated complex digital marketing channels into easy-to-understand concepts

Translates complex digital marketing channels into easy-to-understand concepts. Constantly updated with new insights that will help whether you own your own business or work for a large corporation.

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in our Digital Marketing Strategy and Planning Toolkit available with Individual and Business Membership

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I'd recommend signing up to Smart Insights for a suite of useful tools from planning templates to strategy docs and a variety of other guides to make your job easier and more efficient.

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