tailieunhanh - Ebook Marketing strategy (5th edition): Part 2

(BQ) Part 2 book "Marketing strategy" has contents: Marketing Implementation and control, developing and maintaining long term customer relationships, tools for developing a marketing plan, cases. | 11 C H A P T E R Marketing Implementation and Control Introduction T hroughout the history of business, many firms and their top executives have emphasized strategic planning at the expense of strategic implementation. Historically, and even today, this emphasis on planning occurs because many executives believe that strategic planning, by itself, is the key to marketing success. This belief is logical because a firm must have a plan before it can determine where it is going. Many firms are quite good at devising strategic marketing plans; however, they are often unprepared to cope with the realities of implementation. Marketing implementation is the process of executing the marketing strategy by creating and performing specific actions that will ensure the achievement of the firm’s marketing objectives. Strategic planning without effective implementation can produce unintended consequences that result in customer dissatisfaction and feelings of frustration within the firm. Likewise, poor implementation will most likely result in the firm’s failure to reach its organizational and marketing objectives. Unfortunately, many firms repeatedly experience failures in marketing implementation. Out-of-stock items, overly aggressive salespeople, long checkout lines, and unfriendly or inattentive employees are examples of implementation failure that occur all too frequently today. These and other examples illustrate that even the best-planned marketing strategies are a waste of time without effective implementation to ensure their success. To track the implementation process, firms must have ways of evaluating and controlling marketing activities, as well as monitoring performance to determine whether marketing goals and objectives have been achieved. As illustrated in Beyond the Pages , implementation, evaluation, and control go hand in hand in determining the success or failure of the marketing strategy, and ultimately the entire firm. One of the most important .

• Marketing - Bán hàng
• Marketing strategy
• Implementation and control
• Maintaining long term
• Customer relationships
• Tools for developing
• Marketing plan
• International Marketing
• Product standardization strategy
• Product adaptation strategy
• Marketing quốc tế
• Chiến lược Marketing
• Sản phẩm Marketing
• Internet Marketing
• Internet marketing strategy
• Marketing mix
• Interactive marketing communications
• Business to consumer Internet marketing
• Principles of Marketing
• Lecture Principles of Marketing
• Customer driven Marketing strategy
• Market segmentation
• Market targeting
• Lecture Marketing channel strategy
• Marketing channel strategy
• Quản trị kênh phân phối
• Kênh phân phối
• Define a marketing channel
• Marketing channels
• Marketing process
• Marketing in the digital age
• Marketing strategy in the digital age
• Defining marketing
• The marketing process
• Build customer relationships
• A customer driven strategy
• Retailing structures
• Retail positioning strategy
• Channel analysis
• Auditing marketing channels
• Internet marketing fundamentals
• Internet strategy development
• Internet micro environment
• Internet macro environment
• Basic Marketing
• Lecture Basic Marketing
• Managing marketing’s link
• Marketing strategy planning
• Strategic marketing planning
• Social responsibility
• Strategic planning
• Analyzing marketing information
• Developing competitive advantage
• Integrated marketing communications
• Product strategy
• Planning Marketing
• Building customer relationships
• Marketing’s role
• Marketing in today’s economy
• The marketing program
• Developing innovative marketing plans
• Marketing strategy planning process
• Forecasting market potential
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Marketing management
• Communicating customer value
• Integrated marketing communications strategy
• Segmenting and targeting
• End User analysis
• Service outputs
• Make or buy channel analysis