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| Helping organisations meet their business objectives by becoming more focussed on their customers and potential customers. | ||||
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MEASUREMENT & FEEDBACK Measurement of the impact of marketing activity is essential in assessing its contribution towards meeting business objectives. Furthermore, competitors’ actions and changes in customer/consumer attitudes will necessitate adjustments to the marketing plan. Some measurement systems can be set up internally – sales, profit, customer recruitment and retention etc. Other measurement may require further research to measure such things as: • changes in attitude |
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