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The Ultimate Guide to Strategic Marketing: Real World Methods for Developing Successful, Long-term Marketing Plans by Robert Hamper

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6Strategic Marketing Objectives

Introduction

At the core of your marketing plan are your marketing objectives. All of the preceding steps were leading to them, and all succeeding steps are designed to achieve them. These steps are carried out within the context of the corporate vision/mission statement and the overall business plan. Objectives are considered the endpoints of your firm’s vision/mission statement’s goals. They are specific results that move the firm toward its vision/mission. It can be argued that strategies and/or tactics are more important than objectives because they get the job done, but objectives link the corporate level of planning to each department’s plan. Sound marketing objectives will also enable you to select the best ...

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