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Building a marketing plan: a complete guide
bookposted on 06.12.2017, 00:00 by Ho WongHo Wong, Kylie RadelKylie Radel, R Ramsaran-Fowdar, Rooma RamsaranRooma Ramsaran
In any journey, if you don't know where you are going, how will you know when you get there? Equally, if you don't have a focus and direction for your organization, which is underpinned by realistic, actionable, measurable, marketing objectives and a good idea of how to achieve those objectives, then how can you grow your business and achieve long- term profitability? This book aims to provide a comprehensive, holistic, and practical framework for the essential business process of marketing planning. It is targeted toward students of marketing and business practitioners-- marketers and nonmarketers alike-- and draws together elements of theoretical concepts, strategic thinking processes, latest research findings, and marketing applications in a straightforward, logical manner.