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Book chapter
Reference no. 2564BC
Published by:
Harvard Business Publishing (2006)
Chapter from:
"Marketer's Toolkit: The 10 Strategies You Need to Succeed"
16 pages


Effective marketing cannot begin without an effective marketing plan. The marketing plan serves to define the opportunity, the strategy, the budget, and the expected results of product sales. Here, the individual elements that comprise the plan are introduced, as are details on how to implement adequate research in considering each decision therein. This chapter is excerpted from ‘Marketer's Toolkit: The 10 Strategies You Need to Succeed'.


Business plans; Marketing; Marketing mixes; Marketing planning; Sales strategy

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