On the Marketing Frontier - Varying the Spend - Customizing Your Way to Profitability |
This time of year, most marketers are busy developing annual marketing plans. These plans outline the specifics of consumer and salesforce communications and incentives that impact metrics such as sales, gross margin, share of market, traffic, brand awareness, etc. by changing consumer behavior. The marketing plan not only provides the framework for these activities but, more importantly, describes the connection between individual activities and overall brand and business strategies.
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