Market-Led Strategic Change

Part 1 The marketing potential for organizations: is there anything left to say about marketing managing customer satisfaction - do we really care about creating long-term customer satisfaction? Part 2 What doing marketing is about - marketing strategies and programmes of action: marketing strategies - do we know what we want our marketing to do? marketing programmes, plans and actions - but do we ever think our marketing through? Part 3 The real issues in managing marketing: organization for marketing - do we organize to make it happen - or don't we? information for marketing - do we know what we know, and who decides what we need to know? planning for marketing - how do we create the "ownership" of marketing strategies to make them happen? budgeting for marketing - how do we resource marketing to make it happen? Part 4 Making marketing happen: implementing marketing - why not look at what we can do, before we decide what we are going to do? market-led strategic change - do we need internal and external marketing strategies? agendas for creating and implementing marketing strategies - what are our real marketing problems? action planning - what do we do now?