Why is planning important in marketing

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Assume you are the newly hired marketing manager of a company. As you spend time with other peer marketing managers, you realize that the company does not place an emphasis on planning within the marketing organization. Why is planning important in marketing? What are the essential components of a marketing plan? How would you convince your supervisor that the marketing department should produce formal marketing plans? [Note: Don’t make the mistake of underestimating the knowledge and experience of your supervisor.]

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