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Marketing plan - case study

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Seldom Beaten Plc has passed through a period of falling sales and a new Marketing Manager has been appointed. Just a few days after he arrived he called for the marketing plan and discovered that what was brought to him with little more than a list. He therefore decided to call a meeting of the various departmental heads and explain the advantages of a decent marketing plan.


How would you set about converting some rather sceptical colleagues of the advantages of marketing plans?