ibm—壹灣行銷管理與策略-咨詢報(bào)告(文件)
【正文】 ion (MO) ?Marketing Planning Process ?IBM Taiwan Marketing Operations ?Q amp。 integration ?Make integrated marketing munications work ?Common message architecture ?Eliminate conflicting messages amp。 how DCM Ensures customers can purchase IBM offerings where amp。 how they want MO Ensures Marketing Unit operates effectively amp。 quality? ? How to align/leverage crossbusiness unit? ? How to identify emerging channels? ? How to identify amp。 Education Mgmt System, Mktg Processes amp。 A Agenda Understand the Marketplace Perform Portfolio Analysis Manage Business Plan and Assess Performance Align amp。 Plans Perform Market Segmentation Marketplace and Customer Wants and Needs Market Planning Methodology ?Mission of IBM Marketing ?IBM Marketing Blueprint ?Market Intelligence (MI) ?Marketing Management (MM) ?Distribution Channels Management (DCM) ?Integrated Marketing Communications (IMC) ?Marketing Operation (MO) ?Marketing Planning Process ?IBM Taiwan Marketing Operations ?Q amp。 opportunities ?Conduct fewer marketing campaigns, ? with adequate investment behind each ? integrated solutions solutions, where possible ?Deliver a pelling and consistent IBM Brand voice ? unified creative across all marketing munications tactics ? with a locallyrelevant ebusiness/branding campaign Important: 2 Key Facets of One Voice ?Integration of country market planning ? identification
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