Marketing Planning

by Scott C. Gladden, Corporate V.P.; Marketing and Business Development, AGRA Earth & Environmental Inc.,
Arnold Olitt, Deceased,


Marketing planning has various stages of sophistication within aprofessional consulting firm. The degree to which planning is conducted andthe complexity typically relates directly to the maturation of the firm and itsmanagers. In this way, structured marketing planning typically is conductedfollowing the completion of, or concordant with, the development of thefirm's operational management and control structure.


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