Marketing: The Core 4th Edition by Roger Kerin, Steven Hartley, William Rudelius, Erin Steffes

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Your marketing plan may need an estimate of the size of the market potential or industry potential (see Chapter 8) for a particular product market in which you compete. Use this step:
Follow the instructions to find the specific NAICS code for your product market and the economic Census data that detail the dollar sales and provide the estimate of market or industry potential.