PowerPoint Presentation15-*
Chapter
Fifteen
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The marketing plan
Implementing the plan
Performance assessment and action
Contents of the marketing plan
Managing the planning process
VIII Advertising
Internal strategy-structure Fit
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of Business and Marketing Strategies
Source: Harper W. Boyd, Jr., and Orville C. Walker, Jr., Marketing Management (Burr Ridge, IL: Richard D.
Irwin, 1990), 826.
Music company - People over 62 buy rap music
Wal-Mart - Data mining so each store adapts merchandizing to local preferences
AT&T - CRM data to identify profitability of individual customer and adapt service levels
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Marketing Program Activities
Implementation and Management
Marketing metrics
commitment
Source: Tim Ambler, Marketing and the Bottom-Line, 2nd ed., Hemel Hempstead:
Prentice-Hall, 2003.