In the past several issues, we have discussed the modern concept of marketing, some of the ways it can fit into the strategy of a noncommercial foodservice department, and the four "Ps" of the marketing mix. This month we'll say a few words about the process of combining these different considerations into a single strategy and plan. First, though, Id like to recommend a seminal book (at least, it was seminal to me) to any readers who want to know more about this subject. ...

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