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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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Chapter 5. What do They Currently Think and do?

What do your target(s) currently think and do in respect of your company, its products, its services and your desired result? It’s very important to know how they think as it is this which causes them to act in the way they do. Thinking always precedes doing, so to make your targets do something different, something extra, you need to change the way they think first. And in order to change their thinking your starting point is, “What do they currently think?” And if you don’t know, and I mean really know, then you need to find out.

Of course, if you ask someone “What do you think of me?” you might not always get an honest answer. People are, even today, still very polite and reluctant to upset you ...

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