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Title: Exactly what it purports to be.
Review: This is really information you can use. The author provides forms to fill out at each step of the process and points you to helpful information resources along the way. It is not about revolutionary new strategies or marketing fads. It is about thinking through your marketing planning in a way that will yield insights and help with decision making. As far as I can tell every company does marketing planning differently and this book has something to offer for most all of them.
