3. Understand Stakeholders and the Competitive Landscape
An uninformed company only thinks it knows what its stakeholders want. It goes about blindly dictating to its market without testing for demand or price tolerance. And it expects sales to magically occur.
It may as well throw services against a wall, like mud, and see what sticks.
Research and preparation are the most important first steps for a communicator who wants the marketing round to find the right communication path. When the round understands the market dynamics in play, it (as a group) is better able to make decisions about strategy and tactics.
The two major categories of research are quantitative and qualitative. Quantitative methods focus on numerical and statistical data—percentages, ...
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