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Developing and implementing a marketing plan
chapterposted on 15.06.2018, 00:00 by D Corkindale, M Leenders, Kylie RadelKylie Radel
Undertaking a comprehensive marketing planning exercise can enable marketers to answer, on behalf of their organisation, important questions. We examine the role of marketing planning, benefits, and the circumstances when marketing planning is required. We then outline a comprehensive marketing planning process and describe each of the steps involved.