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The solution is to look at the upfront processes and develop methods that improve the alignment between the front end of the marketing planning process and the desired output.
With today's marketplace conditions, emphasis must now be placed on retaining and growing the value of existing customers, as much as on acquiring new ones. Consequently, companies are setting up cross-functional processes and making other structural changes to better manage brand relationships. This means there is an increaisng need to audit these internal processes tomake sure that they are, in fact, integrated, and operating efficiently and effectively...
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