Proactive Marketing creates and takes advantage of ways to build your business on your terms and within your budget. Reactive Marketing robs you of stability, cohesion, and the benefits of all the strategic planning you've done.
All too often, businesses and organizations fall into one (or, occassionally, both) of two marketing traps.
1) They don’t have a marketing plan that is based on a solid percentage of revenue, and thus they just respond to immediate input to make a decision. (“Hey,” says the ad sales guy, “We’ve got a great new section that you just have to advertise in.”) Or…
2) They do have a plan, but it’s so rigid it leaves no room for the occasional opportunity that really is special or a benefit to their business.