(See related pages)
After reading this chapter you should be able to:
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Explain how marketing managers allocate their limited resources. |
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Describe three marketing planning frameworks: Porter's generic strategies, profit enhancement options, and market-product synergies. |
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Explain what makes an effective marketing plan and some problems that often exist with it. |
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Schedule a series of tasks to meet a deadline using a Gantt chart. |
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Describe the alternatives for organizing a marketing department and the role of a product manager. |
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Explain how sales and profitability analyses and ROI marketing are used to evaluate and control marketing programs. |