objective
Definition:
A desired outcome which is established to measure the effectiveness of a course of action intended to achieve some purpose or goal. Objectives should be quantifiable and capable of measurement so as to provide a benchmark against which to compare actual performance.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].