Section IV Marketing Strategy
Chapter 8—Perform a Marketing Assessment—presents the knowledge and tools to conduct a complete review of your organization's marketing potential and performance.
Chapter 9—Develop a Marketing Scorecard—demonstrates how to create a customized marketing performance measurement and reporting system for your organization.
Chapter 10—Strategize a Marketing Game Plan—features a deep dive into the principles and processes of building more personalized and agile marketing strategies using the e3 (evaluate, establish, execute) framework.
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