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Ch15 eval strategy perform
The document discusses marketing performance measurement and control systems. It covers 6 steps to developing an effective marketing strategy: 1. Set financial and productivity growth goals to increase shareholder value over the long and short term. 2. Define the customer value proposition to attract new customers and increase business from existing customers. 3. Establish a timeline for achieving short term financial goals through marketing activities. 4. Identify critical strategic themes of innovation, customer, and operations management to create and deliver customer value and improve internal processes. 5. Determine the human, information, and organizational resources needed to support the internal processes driving the strategies. 6. Develop an action plan that coordinates strategic initiatives and investments
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