There are two distinct approaches to practical marketing planning. One is viewed more as short term, the other more as long term. These two approaches are:

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The two distinct approaches to practical marketing planning are market-based and product-based. Market-based planning takes a long-term view of the market and builds marketing strategies around the needs and desires of customers. Product-based planning focuses on the product and its features, with a short-term view of generating sales through promotions and advertising.

There Are Two Distinct Approaches to Practical Marketing Planning