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Marketing Management, 12/e A South Asian Perspective 22 Managing a Holistic Marketing Organization
Chapter Questions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Trends in Marketing Practices ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organizing the Marketing Department ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tasks Performed by Brand Managers ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Role of Marketing at the Corporate Level ,[object Object],[object Object],[object Object],[object Object]
Corporate Social Responsibility ,[object Object],[object Object],[object Object]
Top-Rated Companies for Social Responsibility ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.
Corporate Social Marketing 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.
Branding a Cause Marketing Program ,[object Object],[object Object],[object Object]
Social Marketing Campaigns ,[object Object],[object Object],[object Object],[object Object]
Social Marketing Planning Process ,[object Object],[object Object],[object Object],[object Object]
Necessary Skills for Implementing Marketing Programs ,[object Object],[object Object],[object Object],[object Object]
The Control Process ,[object Object],[object Object],[object Object],[object Object]
Types of Marketing Control ,[object Object],[object Object],[object Object],[object Object]
Marketing Audit 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.
Characteristics of Marketing Audits (See Table 22.5) ,[object Object],[object Object],[object Object],[object Object]

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22

  • 1. Marketing Management, 12/e A South Asian Perspective 22 Managing a Holistic Marketing Organization
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.
  • 7.
  • 8.
  • 9. Cause-Related Marketing Marketing that links the firm’s contributions to a designated cause to customers engaging directly or indirectly in revenue-producing transactions with the firm.
  • 10. Corporate Social Marketing 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.
  • 11.
  • 12.
  • 13.
  • 14.
  • 15.
  • 16.
  • 17. Marketing Audit 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.
  • 18.