To develop firm’s overall value proposition, the vision, and articulation of how it proposes to deliver superior value to customers.
Role of Marketing at the Corporate Level
Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm. Cause Related Marketing Managing a Holistic Marketing Organization
Marketing efforts that have at least one non-economic objective related to the social welfare and uses the resources of the company and/or its partners. Corporate Social Marketing Managing a Holistic Marketing Organization
Managing a Holistic Marketing Organization Social Marketing Campaigns Cognitive Value Action Behavioral
Managing a Holistic Marketing Organization Social Marketing Planning Process Where are we? Where do we want to go? How will we get there? How will we stay on course?
Managing a Holistic Marketing Organization Necessary skills for Implementing Marketing Programs Diagnostic skills Identification of company level Implementation skills Evaluation skills
Managing a Holistic Marketing Organization The Control Process What do we want to achieve? What is happening? Why is it happening? What should we do about it?
Managing a Holistic Marketing Organization Types of Marketing Control Annual plan control Profitability control Efficiency control Strategic control
Comprehensive, systematic, independent periodic examination of a company’s or business unit’s marketing environment, objectives, strategies, and activities with a view to determining problem areas and opportunities, and recommending a plan of action to improve the company’s marketing performance. Marketing Audit Managing a Holistic Marketing Organization