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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.

The benefits of Marketing Plan, including: to achieve better coordination of activities. To identify expected developments. To improve the organization's readiness to change. To minimize the irrational response to unexpected responses. To reduce conflicts about how organizations should move. To improve communication. To urge management to think systematically. To expand the adjustment of existing resources to elicit preferred opportunities.

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