Organizational Behavior Notes

Best Marketing Practices

CHARLES F. STEILEN

BEST MARKETING PRACTICES

© 2009 Dr. Charles. F. Steilen

Best Marketing Practices Table of Contents

Best Marketing Practices ................................................................................................. 1 The Role of Marketing....................................................................................................... 2 Section 1: Managing the Marketing Process ................................................................ 3 Section II: Marketing Information System: Research, Analysis and Intelligence ... 10 Section III: Application of Research Tools and Analysis ........................................... 33 Section IV: Market Segmentation and Segment Prioritization ................................. 39 Section V: The Sales Forecast: Marketing Objective ................................................. 43 Section VI: Marketing Strategy and Weapons System .............................................. 48 Section VII: Determining the Weapon’s Objectives .................................................. 54 Section VIII: Tactical Action Plans................................................................................ 68 Section IX: Resource Requirements............................................................................. 70 Section X: Monitoring, Measuring System and Marketing Audit ............................ 73 Section XI: Marketing Expenditures .............................................................................. 76

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© 2009 Dr. Charles. F. Steilen

Best Marketing Practices

Best Marketing Practices
Best Marketing Practices are the most effective approaches to managing the marketing function. These are business processes that have stood the test of time and are today, being implemented by world-class marketing champions around the globe. They are universal and have no geographical boundary. They are applicable to any