Smaller companies typically use a bottom-up marketing format plan because

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Smaller companies often have limited resources and manpower, which means that the managers and owners must focus on the day-to-day operations of the business. This leaves little time for formal planning, making a bottom-up marketing plan a more practical option. In this format, employees are encouraged to share their insights and ideas, which can help to develop an effective marketing strategy.

Smaller Companies Typically Use a Bottom-Up Marketing Format Plan Because