Assignment
Text: Marketing Strategy, Ch. 9: Marketing Implementation and Control.
1. Read Ch. 9 of Marketing Strategy: Text and Cases.
Consider the following as you read:
How marketing implementation is critical to the success of the organization, and how it is responsible for putting strategy into action.
Why marketing plans have sometimes been ignored throughout the history of business.
2. STRATEGIC ISSUES IN MARKETING IMPLEMENTATION
3. The Elements of Marketing Implementation
4. The Separation of Planning and Implementation.
5. APPROACHES TO MARKETING IMPLEMENTATION
6. INTERNAL MARKETING AND MARKETING IMPLEMENTATION
7. Advantages and Disadvantages of Implementation Approaches.
8. The Internal Marketing Process.
9. A Framework for Marketing Control.
Text: Marketing Strategy, Ch. 10: Developing and Maintaining Long-Term Customer Relationships
10. Read Ch. 10 of Marketing Strategy: Text and Cases.
Consider the following as you read:
• How the right marketing strategy is not always about creating a large number of customer transactions to maximize market share.
11. Strategic Shift from Acquiring Customers to Maintaining Clients.
12. Connections between Value and the Marketing Program.