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 9 addresses the digital marketing challenge of having reams of data constantly available. This data should be used to improve performance and demonstrate return on marketing investment. Integrating tactics into campaigns is vital for optimization. To do this, marketing teams can use the Connect-Convince-Convert model to see if each tactic is meeting the goals of that stage. When a campaign is launched, the team should go through it and make sure everything is working correctly. Once there's enough data to make analysis worthwhile, reconvene the team to run through the program and analyze key performance indicators. With those results, discuss the flow of the campaign, what's working, and what's not. Then revise the program in multiple rounds, focusing on quick wins first. Ultimately, optimization offers a trial run, allowing companies to improve campaign performance.

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