A marketing initiative can also be as simple as a shift in an idea. You can have a new marketing initiative that simply changes the way you promote your company, or more specifically what about the company you are trying to promote. A shift in positioning is a good example.
Marketing initiative is a broad term that is used often. However, if you understand what it is you will be more able to effectively put an initiative in place if you need to. Changing or implementing an initiative is a big part of the promotion of your business. So it's important that you understand what it means in the first place.
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