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What Are the Four Principal Elements in a Traditional Top-Down

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What are the four principal elements in a traditional top-down marketing plan?


Definitions:

IOU Instrument

A document acknowledging a debt or an obligation to pay a specified sum of money to another party.

Payable On Demand

A financial agreement or instrument that requires payment when requested by the holder.

Unconditional Promise

A commitment made without any stipulations or requirements for its fulfillment.

Relative Permanence

The quality of a negotiable instrument that ensures its longevity.

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