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Marketing's Role in the Integrated Planning Process

Marketing's Role in the Integrated Planning Process

Marketing's Role in the Integrated Planning Process
(PDF Document (1.46MB))

White Paper

The white paper underscores why the marketing group is a critical stakeholder within Integrated Business Planning and how marketing impacts product management and business development. Discussions include three key areas where marketing contributes to the Integrated Business Planning process: brand spending and awareness; programme spending vs. predicted; and competitive analysis.

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