October 2010
Intermediate to advanced
400 pages
34h 3m
English
book
Marketing Strategy from the Masters (Collection)
by Philip Kotler, Nancy Lee, Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer, David J. Reibstein, Larry Light, Joan Kiddon
Content preview from Marketing Strategy from the Masters (Collection)
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58. Marketing Objectives Drive Strategy
Marketing objectives describe the specific goals that must be accomplished to reach sales goals. Do you recall how SMART goals were developed in Chapter 10, “Measurable Goals Drive Success”? Marketing objectives can be defined the same way.
A SMART objective is:
Specific and Measureable: Focused on a single, quantifiable goal.
Motivating: For employees, customers, and/or distributors.
Achievable: Is it realistic and attainable?
Relevant: Does the objective align with, and cascade from the company objectives?
Trackable and Timebound: How will the goal be measured and over what period of time?
Here are several examples of how to apply the SMART framework to create marketing objectives for different types ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.