Management needs to look at the marketing plan as a guide for implementing marketing decision making and not as a generalized,superficial document.

Question

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The marketing plan is a detailed document that provides the framework for marketing decision making. It should be viewed as a comprehensive guide that outlines the marketing goals, objectives, strategies, and tactics that will be used to achieve those goals. Management should not view it as a superficial document, but rather as a critical tool that will help them make informed decisions about marketing activities.

Management Needs to Look at the Marketing Plan as a Guide