What is the purpose of the marketing plan, and how might it be used in managing the activities of the organization?  What should be included within the marketing plan?

MKTG 12:STUDENT ED.-TEXT
12th Edition
ISBN:9781337407595
Author:Lamb
Publisher:Lamb
Chapter2: Strategic Planning For Competitive Advantage
Section: Chapter Questions
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What is the purpose of the marketing plan, and how might it be used in managing the activities of the organization?  What should be included within the marketing plan? 

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