6Developing a Sales and Revenue Plan

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Learning Objectives

By the end of this chapter, you should be able to:

•  List the information required to prepare a complete sales and revenue plan.

•  Use historical information and the results of the situational diagnosis to prepare estimates of sales, revenues, and marketing and sales expenses.

•  Identify the impact of research and development activities on the sales and revenue plan.

•  Prepare an effective management plan for research and development activities.

The goals and strategies established in step 3 of the planning process are used to define the structure within which detailed operating plans ...

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