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Everyone has heard of, and maybe you have even done a Marketing Plan. It likely consists of section headings like"Executive Summary," "Market Overview," "Competitive Landscape," "Product Positioning" and "Promotions," among a few others. However, it still seems a bit arbitrary. What's the guiding principle? What's the real overarching structure that the tactical plan is a part of? There should be a higher structure that guides your marketing plan and efforts. I propose a Three Tier Marketing Approach.

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