Jessica Doe Sachin Gahlot
Marketing managers need to have a good knowledge of the customer. This means building up an accurate picture using the resources that are available. It is important to take personal opinion out of as many decisions as possible – you probably don't think in the same way as a typical customer. Information can be gathered from questionnaires, focus groups, the internet, interviews, buying habits and many more sources, but it's important that the information is examined in a scientific way using proper statistical methods. Gut feel can only take your business so far.
- Situation Analysis – where are we now?
- Objectives – what do you want to achieve?
- Strategy – how are you going to get there?
- Tactics - what are the details of the strategy?
- Actions – who is going to do what, and by when?
- Controls – how are you going to measure success?