Description: In The Definitive Guide to Marketing Planning, Angela Hatton gives you the real "low-down" on marketing planning -- and step-by-step best practices for every element of building and implementing an integrated marketing plan that works! Understand the rationale for marketing planning, and how it can help you focus on the customer amidst a storm of change and competing initiatives. Unravel the planning puzzle, establishing a coherent sequence and hierarchy for your planning, and learning how to leverage the information available to you without being overwhelmed by it. Measure your current marketing performance; understand your competitive environment; and map your marketing plan against your corporate strategy and objectives. Plan each element of the marketing mix, including price, promotion, place, people, processes, and more; then discover new, more effective ways to communicate with your customers and implement your plan. For all marketing managers, business managers, and entrepreneurs -- anyone with a stake in marketing their company.

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