Detail Audit Pemasaran Berdasarkan "Strategic Marketing Plus 2000"   Oleh:  Kartajaya, Hermawan Jenis: Article from Bulletin/Magazine Dalam koleksi: KELOLA Gadjah Mada University Business Review vol. IV no. 9 (1995), page 53-72. Topik: audit; marketing strategy; audit pemasaran Ketersediaan Perpustakaan Pusat (Semanggi) Nomor Panggil: KK11.2 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada     Lihat Detail Induk Isi artikel Marketing audit is one of vital activities for achieveing the success of each company. In this article the writer would like to submit an audit method called "competitive audit". This audit method is based on the framework of "the strategic marketing plus 2000". On behalf of this audit, two profiles should be prepared : "competitive setting people (CSP)" and "company alignment profie". Competitive setting profile consists of three factors : customer demand, competitor and change driver, and competitive alignment profile is the one formed after having audited the strategy, tactics and value of the company. Using a gap analysis i. e. comparing the indexes of the two profiles, competitive setting index and company alignment index, a company wil be able to evaluate its position compared with the industrial competitive level in which the concerned company is. A case study has been used to describe the process of "competitive audit" in more details. Through this case study we may see that besides for the "competitive audit", the framework of "the strategic marketing plus 2000" can also be used as a base of company for modifying its marketing strategy and tactics and how to increase the "value" of the company. Opini Anda Klik untuk menuliskan opini Anda tentang koleksi ini! Kembali

Copyright © 2006, 2007 Unika Atma Jaya, all rights reserved