Strategic Marketing: Planning and Control, Third Edition

Before managers can prepare a budget certain fundamental require- ments exist: ● Budget guidelines: The organisation’s policy an ...

and is a concept applicable to a range of activities. It is commonly used along with budgetary control. We compare the actual re ...

1 Reviewing: The performance of individuals, or groups, should be reviewed continuously as part of normal management activity. A ...

sales was 1 in 20 and we achieve 1 in 25, what does this say about our sales process? The process of benchmarking Benchmarking c ...

1 Annual planning: This has the purpose of evaluating the extent to which marketing efforts, over the year, have been successful ...

The aforementioned areas of marketing control are general in nature and specific measures of marketing performance are required. ...

managers are concerned with the following control mechanisms; annual plans, profitability, efficiency of marketing and strategic ...

Part 4 Contemporary Issues in Strategic Marketing ...

■ Customer Relationship Management (CRM) ■ Ethical issues and strategy The process of strategic marketing and its associated res ...

CHAPTER 15 Customer relationship management ...

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■ Introduction Most business people are familiar with the term CRM, or to give it its full title – Customer Relationship Managem ...

296 Strategic Marketing: Planning and Control wish to retain their customer base and view CRM as a significant tool to achieve t ...

data which is continually updated, thus avoiding the need for customers to repeatedly provide data. CRM requires senior manageme ...

These deploy artificial intelligence (AI) as a means to enhance the customer experience. Two such examples are: 1 Case-based rea ...

Database mining has become an important CRM tool. It involves sorting through large amounts of data and picking out relevant inf ...

build and enhance strong relationships with customers and other related groups (e.g. suppliers). Subsequently, CRM should assist ...

and encouraged to report problems and errors. Sustainability can be sup- ported by reward schemes, which endeavour to provide ad ...

Jobber, D., Principles and Practice of Marketing,4th edn, McGraw-Hill, London, 2004. Kincaid, J. W., Customer Relationship Manag ...

CHAPTER 16 Marketing ethics and strategic marketing decision making ...