Strategic marketing involves formulating and implementing the marketing strategy at Strategic Business Unit SBU level in an organization. It focuses on three Cs viz. customer, corporation, and competition. A strategic marketing plan addresses the issues prevalent in the firm’s external environment. It facilitates decision-making regarding where, when, and how to...
Strategic planning with a total quality approach is important from the marketing perspective. This paper looks at the different kinds of strategic plans and the relationships between marketing and the other functional areas in an organization. It further describes thoroughly each steps in the process—defining, organizational mission, establishing strategic business...
Strategy of an organization is the roadmap towards attainment of its long term goals and objectives. Strategic management is the process of operationalization of the firm’s strategy. Strategic marketing management involves implementing the principles of strategic management in the context of marketing function in the organization. It consists of strategies...
Over the last 30 years the practice of marketing has become increasingly scientific. Very few serious marketing companies would ever consider bringing a new product to market without some sort of stage-gate process that ensures every aspect of the "bundle" surpasses the pre-set hurdles. Even the language of marketing has...
Strategic planning activity is the tool for operationalization of an organization’s march towards its vision. An efficient strategic plan enables the organization to effectively manage environmental change and sustain its competitive advantage in the market. It also helps in optimum utilization of limited available resources and in improving corporate communications....
Strategic planning is the process of developing a strategic fit between the long-term organizational goals and the changing environmental factors. Efficient strategic planning ensures success for the organization in the long-run. The paper examines steps involved in strategic planning and discusses marketing’s role in strategic planning.
From the executive summary: ‘All companies face the test of developing and deploying the new strategic marketing capability from within. The process must start at the top. CEOs should seek to identify and advance middle managers with the potential to develop the full mix of strategic marketing skills. The process...
The objective of the presentation is to understand the importance of strategic marketing and know a basic outline for a marketing plan, develop an appropriate business mission statement and describe the criteria for stating good marketing objectives. It explains the components of a situation analysis, identifies sources of competitive advantage...
The ABA Marketing Network has scheduled the 2003 Strategic Marketing Colloquium for May 31-June 1 at the University of Colorado, Boulder, Colo. The colloquium is a program designed to help marketers come together with their peers to discuss critical issues that impact strategic planning. Ideas and opinions are exchanged...
"Looking for a different marketing strategy, or to promote products and services that both technology based and general market? Research has shown that using Public Relations to achieve product branding and awareness has more credibility in reaching customers effectively than advertising. Strategic Marketing and Public Relations is more than just...
In today’s dynamic business environment, the external and internal situations in the organization perennially change. The challenge before organizations is to cater to customer’s need and wants while managing change successfully. Strategic marketing enables organization to do that. It helps organizations to evaluate, analyze, and plan for forthcoming changes and...
Strategic planning activity is the tool for operationalization of an organization’s march towards its vision. An efficient strategic plan enables the organization to effectively manage environmental change and sustain its competitive advantage in the market. It also helps in optimum utilization of limited available resources and in improving corporate communications....
Strategy is a creative thought, an idea, a concept, or a plan that uses the natural laws to its advantage to turn a potential loss into a victory. The paper examines strategic planning and the various components associated with strategic marketing management. It also looks at the various factors, which...
The challenge of strategic marketing is to manage marketing complexity, customer and stakeholder expectations and to reconcile the influences of a changing environment in the context of a set of resource capabilities. It is also necessary to create strategic opportunities and to manage the concomitant changes required within the organization....
No marketing imperative can be met without the capabilities and insights of the provided by the organization's technologists. The paper depicts that marketing and IT need to bridge operational gaps to create a less executional and more strategic partnership Technology is far more than an enabler for marketing. It's a...
SOMERSET, N.J.--BUSINESS WIRE--August 28, 1995--Philips Lighting Company has promoted Edward Crawford to the position of Vice President of Strategic Marketing.In this new position, he will be responsible for all centralized marketing activities for the company including product management, strategic planning, new product introductions, marketing research and advertising/creative services.Crawford has worked...
The paper provides the reader the entire gamut of strategic planning process starting from defining the mission, setting objectives, designing a business portfolio, and planning functional strategies. Also, it gives all the elements of a marketing plan, besides the marketing processes.
In online marketing, being ‘niche’ is the key to success. This includes marketing directed towards only the genuine prospective customers. This focus is important as majority of online visitors are ‘window shoppers’. Measuring the result of an online marketing endeavor is equally important. It charts the way for future strategic...
The article describes the changes in marketing strategies with the changes in economy. The economy is moving into a new era powered by internet. The differences between an old economy and new economy are stated quite efficiently. The elements of an internet economy are also stated while discussing the pitfalls...
The paper examines the role of marketing in strategic planning of an organization. Strategic planning is essentially the process of developing a ‘game-plan’ to achieve the long-term objectives of an organization. The paper also speaks about the different elements involved in the strategic planning process and the different tools and...
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