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Develop Strategies and Programs. Based on predetermined objectives, decision makers then design long-term strategies or actions to achieve goals and also specific short-term programs or actions to implement the strategy.

The plan should cover one year. For small companies, this is often the best way to think about marketing. Things change, people leave, markets evolve, customers come and go. Later on we suggest creating a section of your plan that addresses the medium-term future--two to four years down the road. But the bulk of your plan should focus on the coming year.

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