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Marketing Planning
Marketing planning

Strategic planning is often likened to drawing up a ‘road map’ for achieving organisational objectives. This usually means creating a competitive advantage: objectives may or may not be linked to profit, since non-profit organisations also have strategies and seek competitive advantage, and even profit-making organisations often have other objectives as well. Objectives may be linked to growth in market share, or growth in shareholder value, or achieving stability in an unstable market, or any one of many possible outcomes.

The traditional view of planning is that it is cyclical in nature. The outcomes of previous plans and activities are evaluated ...

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