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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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78. Evaluate: What Is Measured Improves

You will be pleasantly surprised to learn that you have been automatically building a measurement and evaluation process into your marketing plan. Each step of the P•R•A•I•S•E Marketing Process has components that will help you evaluate the effectiveness of your plan as it is executed.

Purpose

Goals and objectives were defined in the first section of your marketing plan. Now that you have completed the marketing planning process, you need to revisit the goals to see if they are still relevant or if they need to be adjusted:

• Are the goals still relevant and realistic given what you have learned through your research and analysis?

• Have you established both short-term and long-term goals?

• Do you have ...

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