Be more strategic: Top-down or bottom-up, marketing and sales integration and property marketing
Red Star Kim
DECEMBER 18, 2023
In practice, there is usually an iterative process where top-down and bottom-up strategies are negotiated and aligned. See also integrated-business-planning-oct12.pdf We talked about the helicopter approach to strategy – looking down on the big picture (rather than getting stuck in the detail) with an eye on the horizon.
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