 | Chapter Objectives
(See related pages)
After reading this chapter you should be able to:
- Explain how marketing managers allocate their limited resources.
- Describe three marketing planning frameworks: Porter's generic business strategies, diversification analysis, and synergy analysis.
- Explain what makes an effective marketing plan.
- Use a Gantt chart to schedule a series of tasks.
- Describe the alternatives for organizing a marketing department and the role of a product manager.
- Explain how marketing ROI, metrics, and dashboards relate to evaluating marketing programs.
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