Lucidity London Inspiring Growth

Benefits of Strategic Marketing Management August 2014

© 2014 Lucidity London l www.luciditylondon.com

Why Employ a Strategic Marketing Approach

Strategic marketing precipitates the consideration of strategic choices

\ What is happening externally that is creating opportunities and threats to which a timely reaction is necessary ? What strategic issues face the firm ? What options should be considered ?

Strategic marketing forces a long range view

\ The pressures to manage with a short-term focus are strong and may lead to errors.

Strategic marketing makes visible the resource allocation decision

\ Allowing allocation of resources to be dictated by accounting systems, political strengths or inertia is too dangerous.

Strategic marketing aids strategic analysis and decision making

\ Concepts, models and methodologies are available to help the business collect, analyse and address difficult strategic decisions.

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Why Employ a Strategic Marketing Approach

Strategic marketing provides a strategic management and control system

\ The focus on assets and competencies and the development of strategic thrusts provide the basis for managing a business strategically.

Strategic marketing provides horizontal and vertical communication and co-ordination systems

\ Marketing provides a way to communicate problems and proposed strategies within the organisation. Its vocabulary adds precision.

Strategic marketing helps the business cope with change

\ Organisations operate in a rapidly changing and increasingly unpredictable environment and therefore needs approaches for coping strategically.

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