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A systematic approach to developing marketing plans for products and services. Focusing on techniques and tools, it covers topics such as strategic marketing management, consumer, competitive and opportunity analyses, strategy development, marketing control and auditing the process.

Marketing Planning Guide 1996, Haworth Press, New York, NY

ISBN-13: 9781560240846

Trade paperback

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Marketing Planning Guide 1991, Haworth Press, New York, NY

ISBN-13: 9781560240839

Hardcover

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