TAILIEUCHUNG - Enterprise Marketing Management The New Science of Marketing phần 2

Xây dựng một tổ chức trung tâm khách hàng yêu cầu thông tin khách hàng tập trung từ nhiều nguồn khác nhau trong một nhà kho dữ liệu duy nhất, cùng với một bộ Thương hiệu phục vụ như là một viết tắt tinh thần cho khách hàng tìm kiếm để quyết định những gì để mua. | MARKETING IS NOT AN ART IT IS A SCIENCE 9 brands. Certainly there are shelves full of books on the subject but this idea of positioning brands for some reason remains elusive for many companies. If you need to know the specific nuts and bolts of how to position brands to drive sales and profits keep reading. Companies seem almost defiant in their preference to stick with their current guesswork instead of developing a deep understanding of the benefits that will really drive their customers to buy. In other words the communication of what specific benefits has a causal relationship with more sales Can you answer this for your brands These benefits should be organized into a brand architecture that clearly fleshes out the value the company creates and the key emotional and functional benefits it must communicate consistently to sell more products and services. In many instances through no fault of their own companies just don t know what marketing is supposed to do or be. Because real marketers are rare ducks who flock together in companies that spend big bucks on advertising most companies do not even have true marketers running the show. Scratch the surface of most marketers at nearly any large company and you ll often find refitted salespeople trained in a completely different discipline. There s absolutely nothing wrong with being a great salesperson or a great engineer or a great information technologist. There is something wrong with pretending that there s no real science to marketing. You wouldn t expect your top salesperson to instantly know how to manage the logistics for your warehouses. Nevertheless companies continue to put untrained marketers in positions where they re supposed to know something about how to put brands to work to drive sales and profits higher. It s no wonder marketing is in such a fragmented state. Part of bringing a more scientific approach to marketing is making sure you have real scientists running the laboratory but that s a topic

TỪ KHÓA LIÊN QUAN
Đã phát hiện trình chặn quảng cáo AdBlock
Trang web này phụ thuộc vào doanh thu từ số lần hiển thị quảng cáo để tồn tại. Vui lòng tắt trình chặn quảng cáo của bạn hoặc tạm dừng tính năng chặn quảng cáo cho trang web này.