A direct link between marketing performance and business success should be established by setting realistic and relevant business priorities and marketing objectives.
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How to ensure your marketing is fully optimised

Marketing is a continual process of optimisation. Every time you publish a campaign, post a message, or pick up the phone to a client you should increase impact, awareness, response, conversion, or retention. That is according to Optimise, the sixth book in Ricoh’s Guides to Modern Marketing series.

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