MANAGING A HOLISTIC MARKETING ORGANIZATION

FOR THE LONG RUN

How can a company improve its marketing skills?

Great marketing Companies know the best marketers thoughtfully and creatively device marketing plans and bring them back to life

Marketing implementation is critical to make sure marketing plans have their intended results year after year

Marketing implementation

“Marketing implementation is the process that turns marketing plans into action assignments and ensures they accomplish the plan’s stated objectives”

Strategy addresses the what and why of marketing activities

Implementation addresses the who, where, when, and how.

CHARACTERISTICS OF GREAT MARKETING COMPANY

The company selects target markets in which it enjoys superior advantages and exits or avoids markets where it is intrinsically weak

1

Virtually all the company’s employees and departments are customer minded

2

There is a good working relationship between marketing, R&D and manufacturing

3

There is a good working relationship between marketing, sales and customer service

4

The company has installed incentives designed to lead the right behavior

5

The company continuously builds and tracks customer satisfaction and loyalty

6

The company manages a value delivery system in partnership with strong suppliers and distributers

7

The company is skilled in building its brand name(s) and image

8

The company is flexible in meeting customer’s varying requirements

9

Recap

Recap