February 2015
Intermediate to advanced
256 pages
6h 41m
English
Content preview from Customer-Centric Marketing
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Marketing objectives, strategy formulation and tactical implementation
It’s worth noting that strategic marketing is not the same as a marketing strategy. Identifying ‘key’ objectives provides a platform and achievable goals for your marketing activities; they are most effective if few in number, concise and prioritized.
Generic areas for marketing objectives may include:
- raising your profile;
- altering the attitudes and opinions of key stakeholders; and
- increasing your market share.
As a general rule, it’s better if objectives are SMART.
Table 14.1 highlights some of the key issues. Without paraphrasing Animal Farm (too much), all elements of SMART are equal, but some elements of SMART are more equal than others. Of these ...
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