Strategic Marketing Decisions | SpringerLinkTake action before problems reach crisis level. Strategic planning provides the structure to make day-to-day decisions that follow a larger vision, creates a direction for your practice, and maximizes your options for influencing your environment. Without it, your group will likely take action only to address immediate problems—a kind of crisis management approach. Strategic planning gives a practice the structure to make day-to-day decisions that follow a larger vision. This article presents the principles of strategic planning and outlines processes that your practice can adapt for short- or long-term planning.
Strategic Planning: Why It Makes a Difference, and How to Do It
For the better part of a decade, strategy has been a business buzzword. Top executives ponder strategic objectives and missions. Mere planning has lost its glamor; the planners have all turned into […]. Mere planning has lost its glamor; the planners have all turned into strategists. All this may have blurred the concept of strategy, but it has also helped to shift the attention of managers from the technicalities of the planning process to substantive issues affecting the long-term well-being of their enterprises. Instead of behaving like large unwieldy bureaucracies, they have been nimbly leap-frogging smaller competitors with technical or market innovations, in true entrepreneurial style.
In recent years some leading companies have developed an innovative approach that focuses on the seams between marketing and the other functions it interacts with—the C-suite, IT, sales, finance, and so on. It is at these seams that communication most often breaks down and processes stall. Typically, three categories of marketing-related decisions cross organizational seams: strategy and planning; execution; and operations and infrastructure. When marketing works closely with other units to execute key decisions, it can get things done far more quickly and effectively than in the past. But divergent assumptions or a lack of alignment and shared commitment between functions can get in the way. When the authors asked people in marketing and other relevant units what roles they played in a decision, the answers were all over the map. The authors provide a tool for revamping the decision process at the boundaries between functions and describe how Target, Nordstrom, and other large companies have identified important decisions at the seams and increased the impact of their marketing organizations.
Cite Download Share Embed. Decision-making in an export context: combining planning and improvisation to improve export performance TZ GMT by Ekaterina Nemkova. The increasing interdependence of economies and the recent economic crisis has considerably strengthened the importance of exporting. It is recognised as promoting the survivability of companies as they are better able to diversify risks and generate multiple income streams. Thus, investigation of the determinants of export performance has become particularly important. Marketing decision-making has been identified as one of the core drivers of firms success. It is a process under the direct control of managers where significant changes can be introduced to improve it, and by extension, the ability to achieve successful outcomes.