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Strategic Marketing Planning for the Small to Medium Sized Business by David Anderson

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Chapter 6

Common Ways to Send a Message to Your Market

Now that you have developed your mission statement and have considered how the four Ps will influence your plan, you need to establish goals, strategies, and tactics. Before you do, you need to be aware of the tools available to you, how they work, and their relative costs. Even a master chef cannot successfully plan a meal without first knowing which types of meat and produce are readily available. By combining this information with the market research you gathered earlier, you can identify the best way to communicate with your target audience(s) in the most cost-effective manner.

As you begin to review or employ any promotional tool, make sure you measure each tool in terms of cost per ...

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