Strategy trumps tactics

January 2013
Smart Business Cleveland;Jan2013, Vol. 24 Issue 6, p8
The article suggests developing a solid business strategy before going to market to improve business results. Most organizations are described to only do smart marketing initiatives without a way to measure results, and chase tactics rather than deliver results. A marketing strategy is cited to help one understand the results that need to be achieved. Understanding how consumers behave is presented to be important to avoid selling short on marketing efforts.


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