Examination of the various areas of a strategic marketing audit shown in Exhibit 15.6 would be quite expensive and time-consuming. Are there any ways to limit the scope of the audit?
Answer to relevant QuestionsWhat are the challenges created by relationships in Network Organizations? How can these challenges be overcome? What role does marketing play in these relationships? Develop a list of the personal challenges confronting the marketing executive, and consider the qualities and capabilities which may be most relevant to meeting these challenges. How do the organization’s distinctive capabilities contribute to developing market–driven strategy? Many popular forecasting techniques draw from past experience and historical data. Discuss some of the more important problems that may occur in using these methods. Why would senior managers concerned with strategic marketing review marketing metrics concerned with internal processes?
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