INDEX
A
accountability: assigning, 14–15; for data collection, 72; for marketing, 28, 30–36; for tactics, 186–88
advocates, 18–21, 23–24, 27–28; see also business partners; customers; participants; sponsors; stakeholders
Analyzing Collected Data (Step 4): case examples, 110–12; overview of, 3–4; timeframe, 45
B
background research, 95, 98, 100–3, 109
business information: checklist, 71; for developing a strategic plan, 47–48; financial indicators for, 55–58; resources, 53–54; safety guidelines, 70–71; for specific outcomes, 49–52; see also data
business partners: in collecting data, 86–88; defining questions, 21; definition of, 17; and mission, vision, and values statements, ...
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