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The Fusion Marketing Bible: Fuse Traditional Media, Social Media,&Digital Media to Maximize Marketing by Lon Safko

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11

Strategy:

Tactics, Tools, and Objectives—the Perfect Balance

Strategy: Tactics, Tools, and Objectives

In order to develop successful strategies for your marketing plan, you need to have three principal components: tactics, tools, and objectives. It’s like a three-legged stool; if any of the three legs are missing, the stool falls over and will not function properly. The same is true of your plan.

Facebook is not a strategy. Twitter is not a strategy. Print ads are not a strategy. Even “increase revenue” isn’t a strategy; it’s an objective that, when combined with the right tactics and tools, will lead to all of the successful strategies for ...

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