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Published by Kranthi Kumar

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Published by: Kranthi Kumar on Jul 26, 2011
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09/17/2014

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http://marketing.wharton.upenn.edu/documents/research/00-010.

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Creating Long-Term Growth Atlas must also take a long-term view of its products and brands and how its profits should be grown. Based on its product positioning, it must initiate new-product development, testing, and launching. The strategy also will have to take into account changing global opportunities and challenges. Finally, Atlas must organize its marketing resources and implement and control the marketing plan. The company must build a marketing organization that is capable of implementing the marketing plan. Because of surprises and disappointments that can occur as marketing plans are implemented, Atlas will need feedback and control. 37 Marketing evaluation and control processes are necessary to understand the efficiency and effectiveness of marketing activities and how both could be improved.

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