March 2024
Intermediate to advanced
656 pages
21h 30m
English
Content preview from Marketing Plans, 9th Edition
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Part ThreeMarketing plans measurement and implementation
INTRODUCTION TO CHAPTERS 12–14
These chapters are crucial reading because they spell out how to prove financially that all the effort expended on marketing planning results in growth in sales and profits. They discuss some practical issues in making planning work, such as who develops marketing plans, and how this process should be coordinated with other planning processes in the firm. They also provide worksheets that can be used in the plans.
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