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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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Setting the scene – Why do you need a HEMP?

You’ve got a product or service that you want to tell people about, in the most effective way, at the lowest cost. So you need a marketing plan.

Beware before you begin: there’s almost as much bullshit as waste in marketing. Waste just edges it though.

Think about it. How many times today will somebody try to get your attention for their product or service which you don’t want, need or care about? Or look at it another way, how many advertisements, mail shots, phone calls or emails have caused you to buy something today? Or this week? Or this month?

On the other hand, the world has many examples of excess. How much stuff have you got that is wasteful, unnecessary, unused or forgotten? As so many people ...

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