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Essay text:
It is an essential document for both large corporate marketing departments and for startup companies.
Essentially the Marketing Plan (Sisti, 2008):
• Forces the marketing personnel to look internally in order to fully understand the results of past marketing decisions.
• Forces the marketing personnel to look externally in order to fully understand the market in which they operate.
• Sets future goals and provides direction for future marketing efforts that everyone within the organization should understand and support.
• Is a key component in obtaining funding to pursue new initiatives...
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