Financial Analysis and Marketing Strategy |
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| Authors: | Michell P C N |
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| Affiliation: | Management Development Programmes, Bradford University, Discusses Some of the Key Issues Involved in the Selection and Implementation of Marketing Strategies; |
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| Abstract: | A combination of concept (the product portfolio and the product life cycle) and empirical research (the PIMS study) can aid in clarifying the key issues involved in the selection of a firm's core strategies. Strategy control is multistage: periodic re-evaluation of strategy alternatives by use of the marketing audit; an analytical framework for control of chosen strategies by breaking down components and reporting their performance variances; and 'marketing segment' analysis for control of the detailed marketing plan.? |
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