e Marketing Strategic Planning e Marketing e Marketing
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e. Marketing Strategic Planning
e. Marketing개요 e. Marketing Paradigm e. Marketing Strategic Planning Process
e. Marketing Paradigm Marketing vs. e-Marketing Information Technology • 협의의 e-Marketing • 광의의 e-Marketing value Delivery Process라는 마케팅의 본질에는 변화가 없으나 마케팅에 디지털 기술이 이식되어 마케팅 프로세스가 더욱 효율적이고 효과적이며 빠르게 (Better, Faster, Cheaper) 되었다. e. Marketing Strategic Planning 3
e. Marketing Strategic Planning Process e 3 C – e. Marketing Environmental Analysis e. STP – e. Marketing Strategy e 4 P – e. Marketing Mix Controls - e. Marketing 정보 관리와 성과 분석 e. Marketing Strategic Planning 5
Part 3 e. STP – e마케팅 전략 1. e. Segmentation 2. e. Targeting 3. e. Positioning Part 4 e 4 P’s – e마케팅 믹스 Part 5 e마케팅 정보 관리와 성과 분석 1. e. Products 1. e마케팅 정보 시스템과 CRM 2. e. Pricing 2. Online Research 3. e. Place – e마케팅 채널 3. e마케팅 성과 분석 4. e. Promoion – e. IMC e. Marketing Strategic Planning 7
e 3 C 1. Competition 2. Company 3. Consumers
Competition
네트워크 경쟁 분석 ㅡ 온라인 커뮤니티 • Draw more members to Content community Attractiveness • Generate member-based content • Targeted products and offerings Member Loyalty Online Community Increasing Returns Member Profile Transaction Offerings • Build member loyalty to community • Promote member-tomember interaction • Draw vendors and user spending to community Source : Hagel and Armstrong Contents 매력도와 회원 충성도는 현 사용자와 새로운 사용자들의 혜택을 증가시킴 회원 프로파일과 거래환경의 제공은 온라인 공동체 수익성과 관련이 있음 e. Marketing Strategic Planning 14
고객 지원 경쟁 Customer Support는 고객에게 CUSTOMER SUPPORT의 효과 더 많은 정보 제공 On-Line support 구매와 이용 관련 전문성 증가 고객의 문제를 해결해 주고자 하는 기업의 활동으로 정의됨. Low cost Enhanced Margin e. Marketing Strategic Planning Expanded Sales On-line Quality Customer Satisfaction 17
고객 지원 경쟁 품질 향상 측면에서의 CUSTOMER SUPPORT 비용 절감 측면에서의 CUSTOMER SUPPORT q Online Publishing q Electronic Distribution q Virtual Problem Solving q Inexpensive Communications q E-mail q Intranets q Virtual Value Activities (Investor Relations와 Online Technical Support) q 고객 만족과 온라인 지원 (제품, 판매, a/s, 기업문화) Closed Loop Web Enhancements Web 개선이 개별 소비자의 수익에 얼마나 영향을 주는가를 분석하여 다음 개선에 다시 반영하는 순환고리를 의미, 마케팅 차원에서의 Web 비용은 획득, 개발, 보유 활동을 위한 비용으로 해석 e. Marketing Strategic Planning 18
Company
e. Marketing 적합성 분석 Digital 환경 요인 1. 디지털 월드 팽창론 2. Murray (MIT) 의 디지털 환경 이론 (Procedural, Participatory, Spatial, Encyclopedic) e. Marketing Strategic Planning 20
e. Marketing Model 분석 Improvement – Based Business Models Enhancement: Brand Building, Category Building, Quality Efficiency: Cost Reduction, Free Trial Effectiveness: Dealer Support, Supplier Support, Information Collection Revenue Based Business Models Provider Pays: Sponsorship, Alliances, Spot Advertising, Prospect Fees, Sales Commission User Pays: Product Sales, Pay Per Use, Subscription, Bundle sales e. Marketing Strategic Planning 21
e. Commerce Model 분석 Bambury (1998)의 분류 §인터넷에 이식된 기존의 비즈니스 모델 (transplanted real-world business models) §인터넷 고유의 비즈니스 모델 (native Internet business models) E-Commerce influence E-Commerce Ordering E-commerce Buying e. Marketing Strategic Planning E-Commerce는 더 나은 PACE (Price, Assortment, Convenience, Entertainment) 를 제공할 수 있어야 성장 22
Interactivity 역량 분석 Interactivity 의 요소 (1) Direct Communication: 회사와 고객 사이 의 직접 대화 (2) Individual Choice: 물건의 구색, 도움말, 여 러 가지 선택, 거래 여건들의 품질과 다양성 (3) Friendly Technology: 쉬운 사이트 이용, 가 전제품 같은 느낌 e. Marketing Strategic Planning 23
Consumers
e커스토머 프로필 분석 인구통계학적 특징 e-customer의 e-customer의 동기, 태도적 특성 e. Marketing Strategic Planning 25
e 4 P 1. e. Product 2. e. Price 3. e. Place 4. e. Promotion
e. Product
Contents Line Strategy 전략 대안들 웹을 통해 제공되고 있는 정보, 상품, 서비스를 총칭하며 다양성 (Variety)와 구색 (Assortment)으로 정의 Variety High-Low 전략 Off : 할인점 On: Walmart. com High-High 전략 Off : 백화점 On: e. Bay, Amazon Low-Low 전략 Off: KFC, 신촌 설렁탕 On: New Dot Com’s Low-High 전략 Off: 31 On: toyota. com Assortment e. Marketing Strategic Planning 32
컨텐츠 전략 수립을 위한 3가지 고려사항 ENTERTAINMENT VALUE INFORMATIVENESS ORGANIZATION First Mover Advantage • 시장 최초 진입자의 POWER ( MS : 29% : 17% : 12%) • 동일한 노력 투입시 두번째 진입자는 최초진입자에 비해 71%의 시장점유율 획득 • 인터넷 환경에서는 First mover advantage 효과가 더욱 큼 (speed, 빠른 확산) 장점 약점 우수한 제품 포지셔닝 획득 Free Rider Effect 진입장벽 구축 Second But Better Evoked set effect High Cost High Risk Switching cost 인지 우위 (각인 효과) e. Marketing Strategic Planning 33
e. Brand Equity e. Brand 의 개념과 역할 e Brand = domain name Business. com(700만 달러), Wallstreet. com(100만불), Korea. com(500만불) Al Ries “인터넷에서 가장 성공한 정보제공 사이트는 ABC, New York Times, 그리고 CNN이 아닌 yahoo. com 이며, 인터넷에서 가장 성공한 경매사이트는 소더비와 크리스티가 아닌 ebay. com이다” e. Brand equity 구성요소 Yahoo의 Brand Power 구축 e. Marketing Strategic Planning 34
e. Price
e. Place
TRADITIONAL CHANNEL FUNCTIONS: CUSTOMER SUPPORT FUNCTION: CONTEXT DEALER SUPPORT FUNCTION MARKETING COMMUNICATIONS: CONTENT - ADVERTISING (Display), - PROMOTIONS (Events) MARKET INTELLIGENCE & RESEARCH INFRASTRUCTURE - FINANCING - WAREHOUSING - LOGISTICS & PHYSICAL DISTRIBUTION: e. Marketing Strategic Planning 49
ALTERNATIVE FORMS OF ELECTRONIC RETAILING 의사결정 사항들 INTERNET RETAILING POSITIONING MAP • 자체 유통망에서 팔 것인가 아니면 virtual shopping mall ? 넓다 Broker’s Network Franchises • 유통망들간의 차별화를 얼마나 해주어야 하 나? Manufacturers / Factory stores • 차별화의 장단점은 ? 또 방법은? • 차별화의 정도는 Standardized / Regionalized / Individualized? • 기존 유통망과 virtual mall간의 교류를 왕 성하게 해야 하나 아니면 virtual mall에서 one stop을 하게 하나? 제품 라인의 넓이 Virtual Malls / Online Services Specialty store 좁다 • 강한 기존 채널과 어떻게 관계를 설정하나 ? : Win-Win relationships! 채널의 가치증가 적다 많다 • Cross-selling 방법은? e. Marketing Strategic Planning 53
ALTERNATIVE FORMS OF ELECTRONIC RETAILING 형태 예 주요혜택 ONLINE SERVICES AOL 고객정보 큰 시장 VIRTUAL MALLS http: //www. cdw. com/ 고객입점 고객정보 MANUF. /FACTORY DELL 고객정보 채널최적화 BROKERS CD-ONLINE, AMAZON 낮은원가, 1 -stop FRANCHISES TICKETM, AA, AMAZ. 1 -STOP e. Marketing Strategic Planning 54
e. Promotion
웹 프로모션의 전개 방향 및 단계별 focus retention acquisition 초기 traffic 창출 Web Traffic Building 단계별 issue interaction 증대 서비스 이용/구매 Contents & Service Quality Loyalty 증대 Individual Direct Communication Personalized service for retaining traffic Acquiring Traffic Promotion Strategy site & service development ads/PR segmentation service differentiation direct communication e. Marketing Strategic Planning Reinvestment for long term revenue information tech. high retention rate 56
Web Traffic Building The Rising Supply of Web Content “Increasingly difficult battle for attention” Sources of Traffic Domain Name /Brand Search & Directory Publicity Destination Site Paid Traffic External Links e. Marketing Strategic Planning 57
Web Traffic Building Domain Names Creating a Wave Shaping the entire framework of Web Activity Publicity & Word of Mouth special event promotion external web site links e-mail based links web address exhibition web site의 장기적인 성과 결정 웹상의 모든 활동에 대한 사용자 품질 평가 시 판단의 cue로 작용 Acquiring Traffic Portal Presence Buying Traffic Registration to portal search engine : key words, descriptors & categories Paid Advertising : Online banner ads Traditional Media 검색엔진을 제공하는 포탈 사이트의 디렉토리 등록 등록 기술에 대한 검토와 실행 필요 cost : CTM, CTR 광고 효과 ? e. Marketing Strategic Planning 58
Domain Name Three Objectives Reinforce Branding, Build Traffic, Anticipate Consumer Behavior and Mistakes Domain Name의 정의 인터넷에서 서비스하는 각각의 서버 컴퓨터를 구분하기 위해서 각각의 서버 컴퓨터에 부여하는 숫자로 된 IP(Internet Protocol)주소를 사람들이 기억하기 쉽도록 일정한 규칙에 의해서 변환시켜 놓은 인터넷 사이트의 고유 이름 Hierarchical(extension) : from main domain name to sub domain name Informative : 회사, 브랜드, 제공되는 서비스 내용의 추론 Parking One Number & Many Names Coca Cola Home Page www. cocacola. com www. coke. com e. Marketing Strategic Planning 208. 134. 241. 178 59
Creating a Wave Word-of-Mouth Diffusion Model (+) word-of-Mouth Loyal Users Never Tried Pool of Potential Users Trial Switchers Nonusers External Publicity (-) word-of-Mouth <사례> “Intel” Pentium Chip 오동작 bug에 대한 고객의 e mail 항의를 고의적으로 방해하자 고객들이 조직적으로 인터넷 공개를 시도, 대량 recall과 명성에 먹칠. 우리나라 “안티 삼성” “안티 하나로” “안티 두루넷” “안티 워디안” 등 Tip 1%의 negative word of mouth가 99%의 positive word of mouth와 never tried pool에 악영향을 주기 때문에 불만 고객 처리에 모든 역량을 집중하라! e. Marketing Strategic Planning 63
Online Advertising
Online Advertising의 종류 E-mail Management regular e-mail (1 : 1) 메시지의 작성과 전송이 수동으로 진행 e-mail with artificial intelligence (1 : N) 고객의 문제 해결을 위해서 다양한 message를 보유한 Data base를 자동으로 검색하여 최적의 message를 생성하는 자동 e-mail 시스템 Attaining the Opt-in Lists 어떻게 하면 목표 고객의 e-mail permission을 획득할 수 있을 것인가? 전문 broker : permission을 확보한 다양한 category의 e-mail DB를 확보하고 기업의 목표 고객에 적합한 e-mail list를 가공/판매하는 회사 categories : high income, geographical, heavy users, occupation, demographic subscripted permission : 회원 가입 혹은 무료 contents에 대한 subscription 경우에 e-mail 발송에 대해 사전 허가 e. Marketing Strategic Planning 69
Online Advertising의 종류 Banners • Web advertising began with banners – Standard Banner sizes: IAB(Internet Advertising Bureau) site, www. Iab. net – Three Primary Categories • Static: fixed images, early type, stale and boring, low response • Animated: move, spin or some action, GIF 89, 2 to 20 frames, higher click through, information, graphical impact than static ones, Inexpensive, usually 15 kilobytes • Interactive Banners: engaging the users(by game, menu, filling a form, purchase, answering the question), require direct interaction – HTML Banners: low tech version(enter data, make a choice from a full-down, radio button menu within a banner), higher response than animated banners, suitable to low speed connection and an early version of browser – Rich Media: advanced tech e. Marketing Strategic Planning 70
Online Advertising의 종류 Rich Media Banners Buttons Text Links • Ads that make use of advanced technology • More detailed message, high level of interactivity, more brand impact • • Can be placed anywhere Embraced Faster-free downloadable software Simple in what they offer / Text specific-Amazon Constant presence without paying the high fee of banner advertisements • The least intrusive, yet most effective • The least bandwidth-intensive e. Marketing Strategic Planning 71
Online Advertising의 종류 Sponsorships • • • Ad campaign without driving traffic Consumers trust Relate to a specific aspect or feature of a site Comprises about 30% of Online advertising More Barter Arrangements Advertorial • Can create higher response but careful not to create negative brand impression, or cause to feel deceived Very effective when delivering the contents a consumer expects to receive(ex: On. Health) • Push Technology • • Sent (usually with contents) directly to a user Sign-up to receive information broadcast to their computers e. Marketing Strategic Planning 72
Online Advertising의 종류 Interstitials • • • Pop-ups, e-mercials, intermercials Static, animated, game(boxerjam. com) Similar to TV ads interrupting program Can be clicked out(no warning) Be very cautious not to upset consumers(daughter windows) Outside the Box • • • New screen real estate(toolbar) Screen savers Bookmarks and toolbars(100 hot, web 21. com) Cursors(cometsystem. com) Undervalued web space(dead end like “thank you, receipt for payment” pages) e. Marketing Strategic Planning 73
Online 광고 대행사 ONLINE 광고 비즈니스 모델의 종류 판매형 모델 중계형 모델 광고 NETWORK 광고 경매 INCENTIVE PROGRAMS AFFILIATION PROGRAMS e. Marketing Strategic Planning 서비스형 모델 INTERACTIVE MEDIA AGENCY RICH MEDIA AGENCY 74
TARGETING - TARGETING CONTINUUM THE ROAD TO CUSTOMIZATION AND PERSONALIZATION ACTUAL BEHAVIOR Self Reported Preference Self reported Info / Database SERVER LOG CONTENT / CONTEXT e. Marketing Strategic Planning 75
BUYING - Determining Campaign Goals • Traffic building • Selling Products • Generating Leads • Building Brand e. Marketing Strategic Planning 76
BUYING - The Site Selection Process 1) Audience 2) Reporting 3) Ability to Quickly Rotate Creative 4) Banner Size and Placement on the Page 5) Amount of Ad Inventory Available for Purchase 6) Performance Guarantees 7) Technology Capabilities 8) Targeting Capabilities 9) Comparing Audience 10) Types of Sites • Well-Branded, Highly Recognizable Sites(야후, ESPN 등) • High-Traffic Sites with Less- or Non-Recognizable Brand Names • Niche Sites with Low Traffic(Clickz와 Channel. Seven) • Hobby and Personal Pages e. Marketing Strategic Planning 77
온라인 광고의 판매 Media Kit • Media Kit를 선정시 고려해야 할 9가지 사항 - 사이트의 개요 및 특징(Site overview and feature) - 접촉 정보(Contact information) - 광고 및 스폰서쉽(Advertising and sponsorship program) - 광고 단가(Advertising rates) - 방문자 수(Site traffic) - 방문자 통계(Audience demographics) - 제품 상세내역(Production specifications) - 인도 상세내역(Delivery specifications) - 보고(Reporting) e. Marketing Strategic Planning 81
AD MANAGEMENT의 특성 1. Advertising inventory rotation software 2. Reporting 3. Optimization 4. Profiling e. Marketing Strategic Planning 82
Ad Management for Publishers 1. In-House Ad Management Small site - banner rotation scripts 가 가능한 freeware와 shareware - rotation banner 가능하지만 setup 과 maintain에 상당한 테크니컬 역량 필요 Mid-size site - 저렴한 가격의 소프트웨어 - ad inreventory, rotate ads관리와 adlivery reporting 제공 Large site - 강력한 management solution 필요 - 적정 시간동안 알맞은 광고를 확실하게 게제하고, 광고의 activity (number of impression, click through) 를 report하는 소프트웨어를 포함하는 tool e. Marketing Strategic Planning 83
Ad Management for Publishers 2. Ad Management Service Bureaus • 광고 delivery 대행 업체 예) Double. Click : DART (www. doubleclick. com) - Double. Click중앙 서버를 통해 모든 프로세스가 운영 - 광고서비스를 제공하고 리포팅하는 기능 • Publisher 에게 주는 technical benefit - No h/w or s/w installation, just the addition of a few lines of HTML - Delivery of rich media creatives - Delivery of multiple ads pages and different ads sizes e. Marketing Strategic Planning 84
Ad Management for Advertisers / Agencies Advertiser / Agency 의 선택: 1. 자체적인 ad campaign 평가 2. Third-party solution 사용 • 일반적 선택 • buying, placement, analysis 촉진 • 광고주에게 지속적 리포팅 • 단일 소스 제공 • over targeting 의 control • target 설정 광고 가능 • agency 업무 효율화 • 예) Ad. Knowledge’s Planner : pre-planning 에서 billing까지 모든 웹 광고 프로 세스를 자동화 e. Marketing Strategic Planning 85
Ad Management for Advertisers Closed Loop Reporting • 광고주는 기본적인 광고 효과 측정 (광고 개제 시간, 클릭 횟수 )이외에 보다 많은 정보를 알기를 원함 • 어떤 광고가 사람들을 구매하도록 하는지 • 카탈로그를 요청하는 지 • 몇 페이지를 보았는지. Closed Loop Reporting필요 • Ad. Knowledge : www. adknowledge. com • Match. Logic : www. matchlogic. com e. Marketing Strategic Planning 86
New Trends
New Marketing Approaches q 커뮤니케이션과 판매의 통합: ADMERCE, ENTERMERCE q 네트워크기술이 핵심성공요인: AFFINITY, VIRAL MARKETING q MARKET SHARE보다는 CUSTOMER SHARE가 중요: RELATIOSHIP MARKETING, ONE TO ONE MARKETING, PRECISION MARKETING q 거래적 관계 보다는 전환적 관계가 더욱 중요: PERMISSION MARKETING q ONLINE과 OFFLINE MARKETING의 통합: IMMERSION MARKETING e. Marketing Strategic Planning 88
ADMERCE / ENTERMERCE q ADVERTISING+COMMERCE, ENTERTAINMENT+COMMERCE q 지금까지의 광고는 MARKETING COMMUNICATION 그러나 WEB 광고 는 SALES까지도 포함 q 광고에서 구매까지 이르는 과정 ADVERTISING EXPOSURE-ADVERTSING PERCEPTIONADVERTISINGCOMMUNICATION-LEARNING/EXPLORING-ACTUAL PURCHASE이 동시에 발생 q 소비자의 무의식에 소구, 충동적 의사결정의 우려 내포 e. Marketing Strategic Planning 89
What is viral Marketing? Working Definition: Viral marketing describes any strategy that encourages individuals to pass on a marketing message to others, creating the potential for exponential growth in the message's exposure and influence. Ralph. F. Wilson, http: //wilsoninternet. com Previous called in offline as "word-of-mouth, " "creating a buzz, " "leveraging the media, " "network marketing" e. Marketing Strategic Planning 94
Four Components of Viral Marketing Ø Marketing Message (Virus) Ø Route (Online Network) Ø Hosts (Home Pages, News Groups, e. Mails, FTP Servers), Ø Right Environment (six principles) e. Marketing Strategic Planning 95
Six Principles of a Viral Marketing Strategy Ø Gives away products or services Ø Provides for effortless transfer to others Ø Scales easily from small to very large Ø Exploits common motivations and behaviors Ø Utilizes existing communication networks Ø Takes advantage of others' resources e. Marketing Strategic Planning 96
Affiliate Marketing 發展 過程 1세대: Amazon의 선택, In-house Program (1996년 7월) 2 세대: Affiliate Marketing Service Provider (AMSP), Linkshare의 등장, Thirdparty Program(1997) 3 세대: Click and Bye 에서 Click and Buy 로, Virtual Storefront (Affina, Nexchange, Vstore)의 시대 시작 (1998) Types of Programs Sales Commission Customer Acquisition Click-through Lead Generation Impression e. Marketing Strategic Planning 98
Online Research
온라인 Research 단계 e. Marketing Strategic Planning 102
Data Base 마케팅과 CRM
Data Base Marketing DB 마케팅 단계 e. Marketing Strategic Planning 117
Data Base Marketing DB 구축 단계 e. Marketing Strategic Planning 118
Data Base Marketing - CRM 마케팅실행 프로세스 e. Marketing Strategic Planning 121
Data Base Marketing - CRM 판매 프로세스 e. Marketing Strategic Planning 122
Data Base Marketing - CRM 고객서비스 프로세스 e. Marketing Strategic Planning 123
CRM Flow 고객 세분화 고객 이력 관리 Acquisition Development 결과/반응 분석 Retention 고객 차별화 마케팅 전략 수립 / 이행 e. Marketing Strategic Planning 124
e. CRM Solution 구성도 • • • 구매정보 고객정보 신상정보 Click Stream Sessions Page Impressions Web log e. Customer Intelligence Customer DB Marketing 자동화 Web Mining 고객 Segment Ad Logs Demographic • 상담정보 • Claim • FAQ Cti DB • 고객정보 • 거래정보 • 상품정보 ERP/ Legacy Rule Set Web House Prediction 고객 Sales Force 자동화 Service 자동화 e-Commerce • 발송정보 • 고객정보 • 반응정보 Data Warehouse Web Site Management & 고객현황 분석 E-MAIL • 보Campaign정 • Action 정보 • 반응정보 Marketing DB e. Marketing Strategic Planning 130
e. CRM을 위한 데이터 처리 프로세스 Web Log Data와 Web DB로 Webhouse 구성 Data를 Database로 구성 q 목적 - Performance Management - Cost Analysis - Capacity Forecasts - Performance Reports - Service Level Reports - Page. Hit Analysis - Error Analysis q 원천 DB - Access Log/Error Log/ Referrer Log/Agent Log/ Ads Log q 목적 - On-Line상의 트랜젝션과 고객 행동을 기반으로한 마케팅 관련 정보를 DW화 q 원천데이터 - Log DB / 고객 및 거래DB / 고객체널별 마케팅정보 q 주기 On-Line과 Off-Line Warehouse 를 연계 q 목적 - 고객세분화를 통한 고객성향 및 마케팅 효과를 On-Line과 Off. Line으로 비교하고, 전사적 향후 전략을 수립 q Webhouse - Log Data/Customer Data/e-Commerce Transaction 등 e-biz. 상의 정보 - Data. Warehouse를 중심으로 Off-Line 채널을 포함한 마케팅정보 - 특정 주기(일/주/월) q 주기 - Real-time e. Marketing Strategic Planning 131
e. Customer Intelligence 방문고객 재 방문 유도 Performance Management Design Optimisation 초기 Web Site방문자들에게 안정된 속도의 제공, Page hit 수를 분석하여 현재 Infra를 추정하고, link error를 낮추어 방문자로 하여금 재방문을 유도한다. • Cost Analysis • Capacity Forecasts • Performance Reports • Service Level Reports • Page. Hit Analysis • Error Analysis 신규고객 회원화 방문자의 선호 항로와 Page 를 분석, 광고주들에게는 Hit율을 높여 줌으로서 많은 Content와 Service를 확보 방문자들을 회원으로 유도 한다. • Content Planning • Clickstream Profile • Page. Hit Analysis • Loyalty Planning e. Marketing Strategic Planning 고객 충성도 확보 Web Profiling 고객의 Click Stream분석과 고객 Profile을 통한 구매행동 을 분석을 통한 예측 및 선호 할 상품 정보의 제공을 통한 고객 개인별 Personalization을 제공하여 Loyalty를 향상한다. • Clickstream Analysis • Profile Analysis • Basket Analysis • Churn Analysis 132
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