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The Highly Effective Marketing Plan (HEMP): A proven, practical, planning process for companies of all sizes by Peter Knight

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Appendix . HEMP lessons

I’ve worked with over 500 companies to date, showing them the HEMP process and then with many, helped them to implement the plan and therefore I’ve seen the results. The following are a selection of examples to illustrate some of the more surprising insights gained.

Linley

Linley, the furniture makers in Pimlico Road, London, make the antiques of the future. The average value of its products is several thousand pounds. By using the HEMP process, Ruth Kennedy, managing director of Linley, and her colleagues realised that the more often they had the chance to talk with clients the more business they did. The hard part was finding new ways to create opportunities for dialogue. Although the first desired result was to sell more ...

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