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    The Strategic Marketing Plan Audit
    Cód:
    491_9781902433998
    The Strategic Marketing Plan Audit gives you a comprehensive review of your strategic marketing planning. It covers the whole process of planning your corporate marketing strategy (or - in larger organisations - the marketing strategy of a business unit). The audit identifies and explains 7 types of strategic marketing planning - you'll discover which one you should be using and which one you are using now. Then go on to evaluate your existing marketing objectives and find out: a) how well your marketing strategy and tactics are aligned with those objectivesb) and whether they are achieving those objectives in practice.Following an Executive Summary and detailed background briefing, the audit is broken down into 8 clear steps:Step 1: Mission StatementStep 2: Marketing AppreciationStep 3: Conclusions and Key AssumptionsStep 4 : Strategic ObjectivesStep 5: Core StrategyStep 6: Key PoliciesStep 7: Administration and ControlStep 8: Communication and Timing
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