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Note the italicized word in the preceding sentence; it's emphasized for an important reason. Coherence, or its absence, may not always be apparent in a marketing plan, yet its presence is often the key to success—its absence the bane of many a program.
What is this quality we call coherence? Certainly it's not an ingredient of a marketing plan, nor is it an activity or a series of elements. Instead, it's the relationship among the elements—how they mutually support, reinforce and direct the whole toward a larger goal via specified objectives. (What a mouthful!)
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