Gartner Research

Demand Activation Planning Template

Published: 10 December 2015

ID: G00341133

Analyst(s): Marketing Research Team


A single document that translates the growth idea and the four imperatives into a set of tactical marketing activities using a "3–D" framework, which categorizes initiatives based on their ability to affect 1. "Desire" (i.e., brand engagement); 2. "Decision" (i.e., product selection); 3. "Delight" (i.e., product experience.)

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