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And a little quote from the interview, the super formulation for the fact that I often try to convey to both the overall planning and marketing research:. ... To plan is similar to the wording that the purpose of planning - it does not create the plan, namely the process of planning. This is so because otherwise, and planning and research are transformed into an empty formality, emasculated, you only need to show the beautiful graphics Rukovodostva higher, but not at the same time having no value for the real business development and selection of its strategy.