ibm—壹灣行銷管理與策略-咨詢報告-免費(fèi)閱讀
【正文】 A Agenda Understand the Marketplace Perform Portfolio Analysis Manage Business Plan and Assess Performance Align amp。 Tools Market focused Maximize internal efficiency amp。 efficiently IBM Marketing Blueprint What is Market Intelligence? Database Marketing Opportunity Analysis Specific Research Customer Satisfaction Competitive Intelligence Image Tracking What is Marketing Management ? Marketing Management is an endto end closed loop process Value Proposition Customer amp。 duplicated efforts ?Optimize marketing investment among various tactics amp。 link it to strategy amp。 efficiently M M Creates a plan for making a pelling offer to customers IMC Finds a tactic which gets interest while protecting IBM brand M I Tells us what customers want to buy amp。 Community Communications Measurement amp。 Plans Perform Market Segmentation Marketplace and Customer W ants and Needs Understand the Marketplace Perform Portfolio Analysis Manage Business Plan and Assess Performance Align 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
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