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Planning begins with the development of the organization's marketing plan. The marketing plan is the business's road map to success. It shows the owners, the managers, the employees, and everyone else how the firm is going to be successful

The first item in the marketing plan is a definition of th purpose. The purpose tells the owners, employees, in and the public in clear, concise terms

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how the firm is going toe financed

who are the firm's customers

where the firm is going to be located