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Articulating a strategy, defining objectives and determining goals must be done in writing. Out of this process comes the assessment of needs: The identification of the marketing activities tied to the realization of goals.
For maximum impact, each activity must be integrated with the others. That's what makes a list of activities into a coherent program. The program should be presented with a budget that, upon approval, becomes a line item in the company's larger operating budget. It should share in the annual evaluation process to which all line items are subjected. To make this possible, the plan must be submitted for approval with its own evaluation criteria as a specified marketing activity.
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