On what basis do companies prepare their business plans? How do they know that they are maximising their opportunities as well as limiting their risks with their existing or planned resource base? How can they plan revenue generation if the market mix does not have a foundation in relation to macro environmental factors? The intent of the book is to remove some of the complex specific marketing criteria alluded to by text book authors. One can then appreciate how a marketing plan can be used for the creation of a business plan. Major benefits are associated with this title, these are: - A. It...