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The Strategic Marketing Plan Audit
Paperback
ISBN13: 9781902433998
Publisher: Cambridge Strategy Pubn Ltd
Published: Jul 7 2008
Pages: 120
Weight: 0.68
Height: 0.25 Width: 8.27 Depth: 11.69
Language: English
The Strategic Marketing Plan Audit gives you a comprehensive review of your strategic marketing planning. It covers the whole process of planning your corporate marketing strategy (or - in larger organisations - the marketing strategy of a business unit). The audit identifies and explains 7 types of strategic marketing planning - you'll discover which one you should be using and which one you are using now. Then go on to evaluate your existing marketing objectives and find out:
a) how well your marketing strategy and tactics are aligned with those objectives
b) and whether they are achieving those objectives in practice.
Following an Executive Summary and detailed background briefing, the audit is broken down into 8 clear steps:
Step 1: Mission Statement
Step 2: Marketing Appreciation
Step 3: Conclusions and Key Assumptions
Step 4: Strategic Objectives
Step 5: Core Strategy
Step 6: Key Policies
Step 7: Administration and Control
Step 8: Communication and Timing
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