AMA's advanced course in Strategic Marketing

Descripcion:

At this seminar, you'll take the next step toward becoming a strategic marketing guru. You'll discover cutting-edge strategic marketing models—and their real-world applications. And you'll get the strategic marketing knowledge and tools you need to increase the spending rate of current customers and cost-effectively acquire new ones…integrate your strategic marketing mix elements with corporate goals…and maximize the benefits of e-commerce technology.

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

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.



Alcance organizacional
Estratégico (Directores y Gerentes Senior o Regionales)

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