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Setting Goals or Goals. Objectives or targets are specifically formulated and identify the level of performance that the organization is expected to reach at any given time in the future by considering the reality of the problem and the environmental opportunities as well as the strengths and weaknesses the company has.

Captured thinking: You don't allow your financial people to keep their numbers in their heads. Financial reports are the lifeblood of the numbers side of any business, no matter what size. It should be no different with marketing. Your written document lays out your game plan. If people leave, if new people arrive, if memories falter, if events bring pressure to alter the givens, the information in the written marketing plan stays intact to remind you of what you'd agreed on.

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