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CIR stands for Continuous Improvement in Return. The CIR planning process is a method of planning for marketing funding, based upon the principles of CIR, most notably: teams compete for funding for their respective brands and vehicles based upon proven (or at least plausible) ability to help hit overall financial metrics.[1]

See also


  1. ^ Willard, John. Continuous Improvement in Return (CIR): Project Review & Status. MASB Summer Summit, August 2016, Atlanta.

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