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This book ends by considering two important aspects of marketing not mentioned already: making a marketing plan, and the importance of creativity in marketing. Without a plan, the marketing won't be implemented well. Without creativity, the marketing won't be very effective.
| In this chapter... |
| 12.1 Managing your marketing |
| 12.2 You need a marketing plan |
| 12.3 Affordable audience research |
| 12.4 Setting up systems |
| 12.5 Conclusion: above all, marketing needs creativity |