Strategic marketing investment requires that investments be regularly reviewed to ensure that
they are focused on the appropriate customers, well timed, effectively executed, and sensitive to evolving competitive opportunities and activities. An annual marketing investment review provides this
opportunity. Such a review also enables the management team to measure better the lag among
decisions, actions, and results. This improved understanding of time lags can form the hasis for
constructing a portfolio of long- and short-term marketing investment programs that address current
competitive needs and capitalize on share building opportunities over the long haul.이 파트가 잘 안됩니다... 고수님들 도와주세요