What's The Objective?
So often we hear professional athletes - especially those competing for championships - express their need for getting the "fundamentals" right. Whether it's in passing to complete the dunk-assist in basketball or in turning the picture-perfect double play in baseball, professionals demand of themselves a commitment to the fundamentals day in and day out. So how about those of us who are professional marketers? Do we also insist upon a consistently high level of performance in marketing fundamentals? This week we consider just one of those marketing (we could say, even business) fundamentals: Management by Objective. It seems to us that this is one fundamental that all marketers could sharpen - and adhere to rigorously.
The DISPATCHESTM for May 31, 2009 can be found here:
A printer / handheld friendly version can be found here:
It is also available in PDF here: