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The marketing planning process improves strategy selection in Extension systems, indicating enhanced effectiveness.
The purpose of marketing planning is to develop marketing strategies that will help organizations attain their overall objectives. Effective marketing planning requires a marketing orientation based on three propositions: client orientation, coordination of client-related activities, and goal direction. The author suggests a four-step marketing planning process that guarantees a marketing orientation that improves the chances for choosing the best marketing strategy for Extension programs.
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V Glenn Chappell (1994) studied this question.
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