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Marketing Performance - What Do You Expect?
內容大綱
Senior management's expectations before launching a particular product program directly affects whether they see the product as performing well or poorly. Optimism and enthusiasm are essential for making any project work, but being realistic is important too. Therefore, program and brand managers should not overpromise their marketing plans to senior management. For their part, senior managers should ask marketing subordinates to make confidence levels explicit. To ensure this, management can link bonuses to the accuracy of marketing forecasts.