Programs

How You Will Benefit

• Understand the strategic value of sales vs. the strategic value of marketing
• Learn the stages of the customer buying process—and generate incremental value at each stage
• Use the growth audit gap model to select the most effective options for strategic marketing programs
• Efficiently target your strategic marketing campaigns to core buying influences
• Successfully develop and manage new product and service launches to increase overall market share

What You Will Cover

• Strategic growth perspectives: the SMART growth segmentation
• Strategic marketing for distinct psychographic groups
• Moving beyond pricing as an objective…to pricing as a strategy
• The role of strategic marketing in CRM: understanding the lifetime value of a customer
• Changing the buying structure through the Internet
• Promotion and communication as an integrated process
• The seven stages of new product/service development

Who Should Attend

Anyone whose business would benefit from strategic marketing, including experienced marketing managers, directors and vice presidents of marketing…as well as executives and managers in finance, operations, customer service, R&D and other departments who interact with colleagues in marketing. Knowledge of the fundamentals of marketing is highly recommended.