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Marketing without customers? Every business, whether large or small, has to understand who its customers are and how to sell to those customers cost-effectively, be it products or services. This text aims to provide everything needed to develop comprehensive, customized marketing plans and effective and focused marketing strategies for every size business. Readers should learn the questions to ask in order to create their own outline for a comprehensive marketing plan, including targeting the most profitable customers, standing out from the competition, pricing to maximize profits and selling that yields results.