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If competitive advantages are found these can be exploited and high returns gained. Marketing planning makes the company become more organised as it encourages planning and the setting of objectives and strategies, this gives more direction to the firm as they know what they are doing, when, how and the deadlines. If the whole firm is organised and knowing collectively where they are heading it means they can work more in tune with each other to meet the objectives. Because objectives have been set, it makes it easier for management to monitor performance towards theses objectives. The whole marketing planning process improves communication and relationships within the company...
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