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The link between business objectives and marketing strategy may seem obvious, but the two are often disconnected in real life. Profit-line managers may see marketing as a basket of distinct services, such as ads, trade show displays, and public relations, from which to select to help them reach their sales goals. While a manager may request a new trade show exhibit to generate sales leads, for example, a marketing strategy based on measurable business objectives and solid market research should come first, in order to design an exhibit that will communicate the right messages to the right markets.

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