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While many of us will recognize a good, well-thought-out marketing campaign when we see one, the single, basic truth about world-class marketing campaign development is that it is easy to say, but hard to do because we all like to take short-cuts. Lack of planning is the slippery slope that leads to wasteful marketing.

The full eBook is a practical, pragmatic “how to” book designed for hi-tech marketing operations, regional, and corporate marketing leaders at every level. This unique book takes you step-by-step through the disciplined, yet practical, process of architecting truly integrated marketing communications plans that work. In it, you will find a prescription for building a successful, repeatable campaign development process, including the necessary templates and helpful, practical techniques.

This excerpt includes Chapter 2 – Secrets of a best-in-class campaign development process from the Marketing Campaign Development eBook.

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