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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.

Marketing plans include overall marketing strategies, pricing, sales tactics, services and warranty policies, advertising and promotion, distribution, product desires, market research or market research. The steps to conduct market research are: identifying problems, collecting data, analyzing and interpreting data, drawing conclusions and taking action.

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