MGMT 105 Lecture 2: Mgmt 105 Lecture 2
27 Jun 2018
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Department
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Professor
Chapter 2
● Effective strategic planning
○ Continual attention
■ Not a one time event, constantly reevaluating and delivering
○ Creativity
■ Worst answer to “why?”
● Because we’ve always done it that way
○ Management commitment
■ Support and participate in the event
● Strategy, what are we gonna do?
● Tactics, how are we gonna do that?
● Challenge assumptions about the firm
● Goal of marketing is to create relationships that allow the brand to “Sell more
stuff to more people for more money more efficiently”
● Efficiency
○ We are talking, but are they listening?
● Marketing is not a cost, but an investment
