Implementation, evaluation and control are like the three legs of a stool; remove one, and the stool wobbles and crashes to the ground. If you remove one of these items from a marketing plan, it falls ...
Bonoma, Thomas V. "Marketing Implementation, Introductory Note and Course Structure -- Textual Note 1." Harvard Business School Background Note 583-156, June 1983. (Revised February 1984.) ...
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