企业行销管理与策略概述（英文版）(ppt 21页)

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企业行销管理与策略概述（英文版）内容提要：
Text-book Definition of Marketing
Marketing is to discover unmet needs and to prepare satisfying solutions
Marketing is to deliver customer satisfaction profitability
Marketing is defined as the science and art of finding, keeping, and growing profitable customers
The art of marketing is largely the art of brand building
……

Mission of IBM Marketing
Understand the marketplace & link it to strategy & planning
Lead the development of quality marketing plans & integration
Make integrated marketing communications work
Common message architecture
Eliminate conflicting messages & duplicated efforts
Optimize marketing investment among various tactics & business units 
……

One Voice Operation
Background
Low total investment
Resources split between Strategic Brand and many BUs
Little relevance to local marketplace, customers
Many competing messages, low integration and coordination
No consistent brand voice
No consistent approach to e-business.

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