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Decision making to improve marketing performance

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Ten things you need to know about objectives

Ian Marcousé provides a framework of ten concepts for your revision

Business-wide goals identified by the directors to achieve the company’s aims. These must be precise enough to be monitored, making it clear whether the management has achieved or failed.

Example: Mulberry (posh handbags) has set itself the goal of getting 20% of its global sales via its website.

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Luxury brands

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Decision making to improve marketing performance

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