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Firms that are successful in marketing invariably start with a marketing plan. Large companies have plans with hundreds of pages; small companies can get by with a half-dozen sheets. Put your marketing plan in a three-ring binder. Refer to it at least quarterly, but better yet monthly. Leave a tab for putting in monthly reports on sales/manufacturing; this will allow you to track performance as you follow the plan.

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.

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