臺(tái)灣ibm公司行銷管理與策略-資料下載頁(yè)
2025-05-22 19:45本頁(yè)面
【導(dǎo)讀】康乃爾大學(xué)工業(yè)工程學(xué)士。IBM政府事業(yè)群業(yè)務(wù)專員。IBM公眾事業(yè)群業(yè)務(wù)協(xié)理。IBM大中華總經(jīng)理特助。IBM市場(chǎng)行銷處總監(jiān)
【正文】 e ?No consistent approach to ebusiness The One Voice Strategy is Simple... ?Pool all marketing munications funds in a country ? BU + SB ? IMCmanaged + all other ?Develop a bottom up, countryspecific Marketing Plan ? using local data and insight ? reflecting local customer needs 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 of what IBM needs to be ? prioritization of targets ? development of crossBU solution campaigns ? bined marketing budgets ?Integration of country marketing munications ? all integrated marketing munications tactics ? includes advertising, event marketing/business shows, collateral, direct marketing, interactive marketing, promotion, brands and customer sets PR programs, etc. M M Target Segment Offering Value proposition IMC Message Tactics M I Market Competitor Customer DCM Resource Opportunity MO Skill Tools Process What we can do for Sales team?? OV ?Sales is the business for TODAY ?Marketing is the business for TOMORROW ?Service is the business for FOREVER Difference Between Sales, Marketing And Service
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