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Published in:
1980 | OriginalPaper | Chapter
Planning the Market Offering
Authors : Ronald McTavish, Angus Maitland
Published in: Industrial Marketing
Publisher: Macmillan Education UK
Included in: Professional Book Archive
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Planning in general can be defined as the process of guiding the business towards clearly stated objectives consistent with a realistic view of the future. This process includes planning decisions in areas other than marketing, although these will impinge on marketing and marketing on them. Examples of such areas are finance, research and development, labour relations, purchasing and organisation.