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The purpose of the Marketing Plan is to identify and create competitive advantage. Marketing planning is the real form of the company to provide a strategic response to a changing global competition pattern consisting of: business size adjustments, changes in product and market scope, creation of new networking relationships with other organizations.

Ideally, after writing marketing plans for a few years, you can sit back and review a series of them, year after year, and check the progress of your company. Of course, sometimes this is hard to make time for (;there is that annoying real world to deal with);, but it can provide an unparalleled objective view of what you've been doing with your business life over a number of years.

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