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A marketing plan is like a road map. It shows you where you are now, where you want to be, and the best route to take you there. All businesses need a marketing plan to direct their future actions and make the most of scarce marketing resources. Move beyond the basics of marketing to develop objectives and strategies that meet your goals. Make the most of your marketing dollar and enhance your short- and long-term profitability. Learn how to write measurable, attainable objectives and evaluate your marketing strategies.