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  • Wadelily

    There are certain documents that should never be edited. The Declaration of Independence, for instance, or the words on a marriage license. And it would be confusing and frustrating if your rental agreement changed or the department of transportation was constantly editing the speed limit for your road.

    Marketing plans are meant to be changed

    Of the documents not meant to be edited, however, your annual marketing plan shouldn’t be one of them. By all means, create a plan, but call it a draft and accept that the best plans are in constant flux based on changing consumer preferences, new technologies, and the effectiveness of various ad campaigns.

    You can’t predict everything

    Committing yourself to following a plan written months ago based on 8-…

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