In order to ensure a consistent marketing perspective and integrated messages, all information used to develop promotional messages should flow from top management down to the individuals involved in the promotional efforts.

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Effective marketing strategies often involve a collaborative approach where information and insights flow both ways, from top management down to those involved in promotional efforts and vice versa, to ensure all perspectives are considered and messages are integrated and aligned with the market's needs.

In Order to Ensure a Consistent Marketing Perspective and Integrated