某公司行銷管理與策略分析(ppt 21頁)（英文版）

某公司行銷管理與策略分析內容提要：
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
……

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
……

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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