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Testing Robustness: Is Your Foolproof Marketing Plan Really Foolproof?

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You're happy because your marketing plan is internally consistent, synergetic and realistic. It meets your financial objectives, too.

BUT WAIT -- IS YOUR MARKETING PLAN ROBUST?

Companies often don't test whether they have robust marketing plans, and this is what gets them into trouble. In fact, this often explains why a seemingly good marketing plan goes bust soon after a product gets launched.

So, what do we mean by having a robust marketing plan? It means simply this:

Your marketing plan stands up to alternative market assumptions.


EVERY BUSINESS PLAN HAS ASSUMPTIONS


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Allen Weiss is the founder and publisher of MarketingProfs.com. He can be reached at amw@marketingprofs.com.

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