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

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Chapter 8

Bringing the Total Plan Together

In working through this manual, you have developed pieces of information. You have researched your marketplace, developed a competitive analysis, written a mission statement, and listed goals, strategies, and tactics. Your final task was to produce a working budget.

Separately, these elements are nothing more than bits of information. Together, they will form the basis for an ongoing marketing effort.

The successful marketer will now take these separate elements and build a marketing handbook. The working forms you have completed in this manual will comprise the section headers of your handbook, allowing you to add pertinent information as needed, updating it with new information and modifying it as ...

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