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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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The chapters in brief

HEMP STEP 1 – A desired result

The first step in creating your HEMP is to get as clear as possible in your mind, and then written down on a piece of paper, what you want to achieve – I call this the “desired result”. Sounds simple doesn’t it, and to be blunt, bloody obvious too. However, experience shows me that many people don’t do this – they go off and start spending their own or their company’s money without really knowing what they’re hoping to achieve.

It’s important to create a HEMP for each desired result (if you have several that is). This chapter emphasises how you’ll end up with an IMP (Ineffective Marketing Plan) if you try this proven process with more than ...

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