| |
"Managing by objective"
is the process that fuses together the client and the firm in the
implementation process through communication channels. Each element
of "managing by objective" has a specific role to play.
The following breaks down and defines the elements found in an MW
Fusion® Report,
MillerWhite's formula for successful integrated marketing.
Marketing Goals, general in nature, become measurable
as objectives are defined.
Objectives help to narrow
down what has to be done for success. It is not uncommon to outline
several objectives for
each goal, since there are often many key publics or audiences and
since it can take a series of objectives to move toward improvement.
Ideally, the objective has four key elements:
- a specific public or audience,
- a determined time frame,
- a measurable level of change (in % or $, for
example), and
- a clear description of the behavior you are
trying to change
Strategies are general statements about how to
accomplish objectives.
Tactics are the specific actions that support the
strategies. Effective tactics have three key elements:
- detailed descriptions,
- assignments of tasks to specific individuals,
and
- timelines for completion.
|
