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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 13. Other Resources

It’s not just money you’ll need to get your desired result. You need people, equipment, office and factory space, and so on: resources. And these should be, indeed I believe must be, identified before you start. In fact, your plan has a much greater chance of failure if you don’t adequately identify and secure the necessary resources in advance. Fortunately, if you do then the opposite is true. Imagine climbing a mountain (a metaphor much quoted in business); you wouldn’t wait until you got three-quarters of the way up it to discover you needed more rope, would you? It seems that many of us have some kind of pioneering spirit within us that causes us to believe we can take on any obstacle once we encounter it and the ...

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