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We need to work out:
• who our customers are
• which customer to target
• how to reach and win new customers
• how to keep existing customers happy.
Figure 1: Definitions of Marketing
And most importantly we need to keep reviewing and improving everything we do to stay ahead of the competition.
Marketing should be a long-term investment in your business, and not just something that is switched on and off as required.
WHAT IS MARKETING PLANNING?
Having an effective marketing plan is invaluable to all businesses. Even so it is amazing the number of companies that think they can operate and succeed without formal plans!
A marketing plan helps to focus your company on the vital activity of growing the business...
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