Planning & Strategy Articles & Resources

Marketing Audit

2022-01-23T19:22:15+00:00

A marketing audit is a structured survey of an organisation's Marketing efforts. It looks at the way Marketing is planned and managed. It asks what has been done and what else should be done. In other words: what has worked? and what has failed? An audit provides a "snap shot" of the current situation.A marketing [.....]

International Marketing

2022-01-23T19:26:33+00:00

The benefits of using the Internet to exploit international markets are straightforward: Additional revenue can be generated from new international markets. Higher margins, or profits because of lower costs, since: less need for local agents and distributors less need for local fulfilment infrastructure such as shops or distribution centres less need for the expense of [.....]

What is Marketing Communications?

2022-01-22T13:35:44+00:00

Marketing Communications For Marketers, you must understand the importance of effective internal and external communications in building sustainable relationships and delivering customer value. Recognise the importance of communications planning in delivering marketing solutions, and of how product and brand management can enable organisations to deliver customer value. There are different components of the [.....]

Integrated Marketing Strategy

2022-01-22T11:26:36+00:00

Integrated Marketing Strategy For your Integrated Marketing Strategy to be effective, start with the audit. In conducting the marketing organisation audit the McKinsey 7-S model is extremely useful - it provides a framework for analysing seven important aspects of any organisation: structure, systems, strategy, shared values, staffing, skills and style. The three following elements [.....]

Integrated Marketing Plan

2022-01-22T11:23:17+00:00

How To Create an Integrated Marketing Plan Integrated Marketing Plan Campaign objectives Marketing communications objectives form part of an organisational hierarchy of objectives - marketing objectives cascade down from the organisational objectives, and communication objectives cascade down from marketing objectives. All objectives should be ‘SMART’ - Specific, Measurable, Achievable/Actionable, Relevant and Time-bound. Typical [.....]

What is a Marketing Plan?

2022-01-22T15:56:23+00:00

What Is A Marketing Plan? A marketing plan is a detailed set of strategies for communicating, promoting, and delivering a product or service to a defined audience. A marketing plan may cover media advertising, social media, public relations, sponsorship, direct mail, and more. There is a lot of jargon in the world of marketing, [.....]

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