Strategic marketing planning processes, marketing effectiveness tools ans systems, and marketing investment management

摘要

Planning tools guide marketing professionals through steps of performing a situation assessment, identifying opportunities, developing growth strategies, developing growth tactics, and developing measurements. The planning tools provide disciplined processes in a question and answer format. The tools are personalized to the answers given by marketing professionals and new tools or modified tools can be easily implemented. These tools can be provided in a stand-alone manner, as part of a network, and as part of a collaborative environment. The planning tools preferably form part of an entire marketing investment manager which includes a marketing management solution, digital asset management, and hooks to existing systems, such as customer relationship management, finance, manufacturing, and information technology. The marketing management solution adopts best practices and includes collaboration, project management, campaign management, and analytics, and measurement units.