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he Marketing Plan is a highly detailed, heavily researched
and, hopefully, well written report that many inside and
possibly outside the organization will evaluate. It is an
essential document for both large corporate marketing
departments and for startup companies. Essentially the
Marketing Plan:
* forces the marketing personnel to look internally in
order to fully understand the results of past marketing
decisions.
* forces the marketing personnel to look externally in
order to fully understand the market in which they operate.
* sets future goals and provides direction for future
marketing efforts that everyone within the organization
should understand and support.
* is a key component in obtaining funding to pursue new
initiatives.
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