One of the most important challenges facing the modern Chief Marketing Officer is how to successfully optimize investments across a portfolio which may comprise of Markets, Brands, Customer Segments, and Channels.
Whether you operate a single brand in a small market or a more extensive global portfolio of consumer brands, getting your investments in the right areas is probably the single biggest factor in determining marketing success.
In order to optimize your portfolio successfully, there are a number of key factors that will contribute to a successful exercise. Here are our 10 essentials for success.
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