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The focus of this text is on strategic marketing decision making in a global context.
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Isobel Doole is Professor of International Marketing at Sheffield Hallam Univarsity and a Senior Examiner on the Post Graduate Professional Diploma of The Chartered Institute of Marketing. She is Head of the Research Centre for Individual and Organisational Development at the university and has considerable experience at a senior level working across a number of industries with international and UK companies in the field of international marketing and strategic marketing decision making.Review:
PART 1: BUILDING THE CAPABILITY TO MAKE EFFECTIVE STRATEGIC MARKETING DECISIONS 1. The challenge to strategic marketing decision makers 2. Building a learning capability for effective strategic decision making 3. The dynamic marketing environment 4. Financial appraisal for strategic marketing decisions 5. Redefining the strategic marketing direction 6. Building a presence in the global market PART 2: REORIENTING AND REFORMULATING THE MARKETING OFFER FOR STAKEHOLDER SATISFACTION 7. Achieving fast growth through innovation 8. Adding value through leveraging tangible and intangible assets 9. Refocusing the portfolio to exploit new market opportunities 10. Integrating communications to build relationships 11. Adding stakeholder value through the extended organisation 12. Issues in measuring marketing performance and stakeholders
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