Strategy: Theory and Practice
—Many companies approach growth in the same order: a new website, a campaign, more advertising spend, perhaps a new agency. When results disappoint, the reflex is to change the channel or the creative. Yet the problem often sits one level higher. If the market cannot...
Strategy: Theory and Practice
— Without correctly set marketing goals, it is difficult to write an effective marketing strategy, approve an effective marketing policy and implement a marketing plan to promote a product. Strategic marketing goals are the foundation of any business; they have their...
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