Special Report on
The Marketing Performance Advantage
The Marketing Performance Advantage - Trends
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is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or service , a brand , or a product line . Marketing plans cover between one and five years. A marketing plan may be part of an overall business plan . Solid marketing strategy is the foundation of a well-written marketing plan. While a marketing plan contains a list of actions, a marketing plan without a sound strategic foundation is of little use. Marketing process can be realized by the marketing mix in step 4. The last step in the process is the marketing controlling. In most organizations, ...
(Hooley et al. 2005; Fine 2009; Nath, Nachiappan & Ramanathan 2010). It seems natural to estimate that Marketing (no matter its forms: Market Research, Marketing mix etc.), as long as it generates sales, impacts in a positive manner the bottom line. Moreover, there have been attempts to prove that customer satisfaction influences the stock prices , although economists and analysts commonly make limited use of this kind of data when projecting stock performance, and suggest firms should report forward-looking customer metrics ( customer equity statement ) (Fine 2009), because financial ... Read More
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