How to develop an organisation’s strategy has been a pre-occupation of senior managers, consulting firms and business school academics for decades.
Achieving alignment of the multitude of operational targets and activities across products, geographies and industries with corporate strategy is an extremely difficult task. The key is the marketing planning framework and the benefits of getting it right are compelling. Allocating the right people and investments to the right activities in the right places at the right time both maximizes opportunity and optimizes cost.
A robust and coherent marketing plan allows you to balance activities right across your business and to modify them quickly and effectively in response to business outcomes and changes in the market.
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