Marchand--Don't Let Uncertainty Hinder Planning Processes
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So what is a marketer to do? The near-term choices, defined as no more than two years out, seem fairly clear: Proceed on assumptions of growth . . . but, when possible, with financial commitments that can be put on ice in the event of a sudden turn.
Examples include hiring sales reps, developing advertising and mailing campaigns, opening new markets and the increasing use of job-related digital communications (e-mail, Websites).
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