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Practical Marketing Planning
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Table of Contents

Marketing, What's It All About? - Market Appraisal: The Internal Audit - Market Appraisal: The External Audit - Market Appraisal: Research - Market Appraisal: The Marketing Mix Matrix - Market Appraisal: SWOT Analysis - Marketing Planning: Establishing Objectives - Targeting - Pricing for the Market: Pricing Policy - Marketing Planning: Forecasting - Marketing Communication: Sending the Message - Sales Promotions - Marketing Service: Customer Care - Planning: Putting the Numbers Together

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