FROM ‘STRATEGY’ TO ‘CORPORATE COMMUNICATION STRATEGY’: A CONCEPTUALISATION Paper delivered at the 9th International Public Relations Research Symposium, held at Lake Bled from 4-7 July, 2002 Benita Steyn APR Lecturer Dept of Marketing and Communication Management Faculty of Economic and Management Sciences University of Pretoria SOUTH AFRICA 0002 (27 12) 420-4040 w (27 12) 362-5085 fax bsteyn@hakuna.up.ac.za TABLE OF CONTENTS 1. 2. 2.1 2.2 2.3 2.4 INTRODUCTION DEFINITION OF TERMS
Words: 16620 - Pages: 67
Introduction For this unit, I have been asked to produce a detailed analytic marketing strategy for a new or existing product. The marketing strategy for the product will include the following evidence and information about: - How the strategy is based on the principles of marketing. - How sources of primary and secondary marketing information will be used in relation to the product. - An analysis of how the impact of the external environment will affect the marketing decisions
Words: 19965 - Pages: 80
Arthur Natanov 1565121 Klas: Bezem Knelpunten De project managers maken geen duidelijk gefaseerde begrotingen waardoor het voor afdeling project planning niet duidelijk is in welke fase, welke kosten gemaakt worden. Gevolg hiervan is dat niet duidelijk is waardoor projecten verlies leidend zijn en hierdoor de continuïteit van Crea Beton in gevaar komt. De projectmanager voelt zich verantwoordelijk voor tijdige oplevering, omdat hij anders problemen krijgt met de hoofdaannemer en opdrachtgever
Words: 1014 - Pages: 5
Item 1 =========================================================== Managers within a strategic business unit or small organizations can make use of a variety of strategic techniques ideas and tools as part of the business planning process .Critically review the value of the main tools that exist to determine the most appropriate bases of competitive advantage including Porter’s thinking on generic strategies. ===========================================================Word count: 1579 =====
Words: 7630 - Pages: 31
The Marketing Review, 2003, 3, 289-309 www.themarketingreview.com Demetris Vrontis1 and Iain Sharp2 Manchester Metropolitan University Business School and Legal and General The Strategic Positioning of Coca-Cola in their Global Marketing Operation Examines how Coca-Cola has strategically positioned it self within the world’s soft drinks market. Given that they operate in over 200 countries, they are faced with a clear choice of whether to standardise their product offerings globally
Words: 7501 - Pages: 31
6. Strategia şi tactica de marketing În economia de piaţă, orice organizaţie şi în mod deosebit o organizaţie cu scop lucrativ îşi concepe o politică proprie, prin care îşi desemnează direcţiile de evoluţie în viitor, precum şi modalităţile concrete de înfăptuire a acesteia, politică ce trebuie să-i asigure permanenţa pe piaţă şi mai ales dezvoltarea de ansamblu. O componentă de bază a politicii întreprinderii este politica de marketing care-i oferă posibilitatea receptării promte şi reale a semnalelor
Words: 6665 - Pages: 27
1. INTRODUCTION F or many companies, marketing plays a vibrant and a vital role in the strategic planning process. Even though marketing positions are incorporated in corporate level, most of them are represented at the functional level of an organization (Chawla, 2003). Kotler and Keller (2008) outlines the core definition of marketing, which says that ‘Marketing is the analysis, planning, implementation and control of carefully formulated programs designed to bring about voluntary exchanges
Words: 3628 - Pages: 15
Marketing Mix Based on the information gathered from the UK data, carrying out a relative study on the internal analysis of Kettle brand of potato chips is necessary. This analysis will give a further insight into their portfolio and performance and the steps taken to achieve their goals and objectives. As there is much more to marketing than just advertising, “Marketing Mix” refers to a combination of many elements that a company can use to market its product. It essentially looks
Words: 3524 - Pages: 15
Alternative Strategies. 1.0 Integration Strategies. Forward integrations, backward integrations, and horizontal integrations are sometimes collectively referred to as vertical integrations strategies. Vertical integrations strategies allow a firm to gain control over distributors, supplier and competitors. The degree to which a firm owns its upstream suppliers and its downstream buyers is referred to as vertical integration. Because it can have a significant impact on a business unit's position
Words: 3798 - Pages: 16
customer's business) * - concentric diversification (new product closely related to current product in new market) * - conglomerate diversification (new product in new market) * Although already decennia old, the product/market grid of Ansoff remains a valuable model for communication around business unit strategy processes and business growth. B1 * The marketing concept holds that achieving organizational goals depends on determining the needs and wants of target market and delivering
Words: 1226 - Pages: 5
