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Operationalizing strategic marketing.

S B Chambers

    NLN Publications
    |May 1, 1989
    PubMed
    Summary
    This summary is machine-generated.

    Implementing strategic marketing requires practical techniques. This chapter details organizing analysis, data collection, market segmentation, and developing actionable plans for successful marketing program execution.

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    Area of Science:

    • Business Administration
    • Marketing Strategy

    Background:

    • Strategic marketing is often difficult to implement within organizations despite being easy to conceptualize.
    • Effective marketing requires internal buy-in and clear communication to all organizational publics.

    Purpose of the Study:

    • To provide practical techniques and strategies for operationalizing the strategic marketing process.
    • To guide organizations in structuring their marketing analysis and action plans.

    Main Methods:

    • Organizing marketing analysis into distinct organizational, competitive, and market phases.
    • Utilizing both secondary and primary data collection methods for comprehensive insights.
    • Detailing strategies for market opportunity identification, threat assessment, and segmentation.

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    Main Results:

    • Provided frameworks for structuring marketing analysis phases.
    • Illustrated methods for efficient data collection and market segmentation.
    • Outlined techniques for developing marketing strategies, including competitor analysis and product lifecycle considerations.

    Conclusions:

    • Successful strategic marketing hinges on practical implementation, clear objectives, and detailed action plans.
    • Effective operationalization of the marketing communication variable and program evaluation are crucial for success.