May
04
Setting the Right Business Goals for Ultimate Success
Posted in: UncategorizedIt's common practice nowadays for marketing activity to focus primarily on achieving "soft" intermediate consumer objectives, such as brand or campaign awareness. But our analysis of 880 case studies reveals an inconvenient truth when it comes to setting marketing objectives: The failure to set clear (ideally quantified) business objectives (such as a profit target or share growth) is bad for brands.
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