Business Plans For Dummies
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Making the most of your marketing plan means understanding why consumers buy, paying attention to consumer marketing trends, and influencing consumers' decisions. Segmenting the market helps you create messages that target your specific customers.

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Paul Tiffany, PhD, is a professor of management at the Haas Business School at the University of California Berkeley, and an adjunct professor at the Wharton School of the University of Pennsylvania. Steven D. Peterson, PhD, is the senior partner and founder of the management tool development company Strategic Play.

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