The Marketing Manual is a step-by-step guide to solving your
marketing problem. Through questions, practical examples and
mini-case studies, this book demonstrates how to prepare your
marketing plan. The Marketing Manual addresses the 3 fundamental
questions facing the business planner: where are we now? where do
we want to go? how do we get there? The workbook elaborates on
these essential questions helping you to address your own marketing
problem and work through to the preparation of an operational
marketing plan.
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