個案資料

Corporate strategy is vital for all organizations; however, the vast majority of employees are unaware of or do not understand their company strategy. Business leaders, on the other hand, are increasingly recognizing the need to bridge the gap between marketing and their corporate strategy in order to succeed. Rather than providing a map for creating a strategy, this text offers easily implemented tools to connect all aspects of an organization's marketing program to its business strategy, which will then help communicate the company's strategy both internally and externally. Guidance is given on how to make sense of all the reams of data available in this day and age. Written particularly for marketers, this book provides practical help in addressing everyday challenges as well as a comprehensive overview connecting high-level business strategy with individual tactics, such as social media, news articles, and ads. Chapter 6 discusses a major part of the marketing process: content. Content can provide information a customer needs and evidence to prove claims a company is making. However, content creation isn't easy; to help, this chapter describes a process called pyramid messaging to create content more effectively and efficiently and achieve integration and consistency across the entire program. Steps to the pyramid messaging process are offered, including summarizing the strategic vision and presenting the evidence that supports the claim. Creative briefs are also essential in aligning the creative team's work with the business strategy and objectives; they should describe the business strategy, messaging strategy, and audience. A discussion of the creative process is offered along with tips on how to help the process work the best.

• Corporate strategy
• Strategy management
• Marketing strategy
• Brand management
• Strategic positioning
• Product positioning
• Marketing
• Brand positioning