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6. How do the elements—each of the above activities, for example—reinforce or support one another?
7. What is the return on investment? Few marketing programs for printing companies can withstand the asking of this question. It is answerable—but only if built into the plan from the start.
Assessing Your Needs
At this point in the audit process you have good information about what's working and what's not, what should be changed or dropped altogether and what must be made more readily subject to evaluation by critical criteria—quantitative whenever possible, qualitative when not. (You'll actually be surprised to discover how few activities are not subject to quantitative assessment.)
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