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Strategic Marketing: Developing a Market-focused Approach
We define strategic marketing as an umbrella management process for creating, communicating and delivering value to customers The process of strategic marketing guide the following organizational decisions: · Developing a marketing strategy · Selecting market types, audiences and market segmentation · Designing competitive and cooperative behaviors · Shaping the internal organizational environment: market orientation in research and development, organizational culture and market knowledge · Shaping the external organizational environment: customer relations, marketing communications and corporate social responsibility.
As illustrated in the above model, strategic marketing include 3 major stages: 1. Analysis - Analyzing the organization, customers, competitors and the business environment in which we operate. 2. Planning - Match between the business environment and our mission and values. This stage focus on two steps: develop products and services with a sustainable competitive advantage, and design an attractive brand. 3. Execution - In order to communicate our improved value proposition, the communication tactics of public relations, advertising, sales promotion, direct marketing, guerrilla marketing, e-marketing and others should be employed. |
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Interested in sharing our knowledge and insights, we are offering a large verity of training programs, seminars, lectures and presentations for tourism and marketing conferences. Our lectures and presentations focus on ... More> |
