By,Anurag KarB.Tech. StudentDepartment of E and ECEIIT Kharagpur
Based on Chapter 21: Managing a Holistic Marketing Organisation for the Long Run
OfMarketing Management: A South Asian
PerspectiveBy Kotler, Keller, Koshy and Jha
1. The company selects target markets in which it enjoys
superior advantages and exits or avoids markets where it is
intrinsically weak.
3. There is a good working relationship between marketing, R&D, manufacturing, sales and customer service.
6. The company manages a value delivery system in partnership with strong suppliers and distributors.
MARKETING IMPLEMENTATION
is the process that turns marketing plans into action
assignments and ensures they accomplish the plan’s stated
objectives.
Marketers need better templates for marketing processes, better
management of marketing assets, and better allocation of marketing
programs.
Marketing resource management (MRM) software provides a set of Web based applications that automate project management, customer relationship management and knowledge management.
MRM software lets marketers improve spending and investment decisions and reduce decision time and costs.
Marketing control
Is a process by which firms assess the effects of their marketing
activities and programs and make adjustments.
Four types of Marketing Control
Annual-PlanControl
Profitability Control
Efficiency Control
Strategic Control
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Based on “Marketing Management: A South Asian Perspective”By Kohler, Kelter, Koshy and Jha