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Can Your Marketing Planning Procedures be Improved?
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Campaign PlanningMedia PlanningMarketing AnalyticsAnnual Marketing PlansManagementBusinessBrand StrategyConsumer ResearchPlanning ProceduresBusiness StrategyMarketing ManagementConsumer BehaviorMarketing Planning ProceduresDo CompaniesMarketing InsightsMarketingMarketing Strategy
Just how do companies go about developing their annual marketing plans? A study of six consumer package goods companies compares and contrasts planning practices, and establishes “benchmarks” and “guidelines” for improving marketing planning procedures.