Seth Godin says that most marketing projects are vague. His comment is indicative of the state of the art of many marketing practices, and a major contributor to the lack of accountability and ROI found in most marketing initiatives. We use a concept called a campaign frame to develop a campaign infrastructure that is both effective and accountable. The basis of the frame is to limit and define the campaign to a manageable and controllable effort. The Art of Attack: How To Attack and Dislodge the Larger Competitor has more to offer on the concept of the campaign frame. Click the Armory tab to preview:
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