marketing mix

Understanding The 7Ps of The Marketing Mix

A planned approach to marketing helps us to set clear objectives based on the current situation a company is facing. The strategy defines how those objectives will be achieved, including the target market to focus on and how the company will be positioned. So now we need to define the tactics to make this plan happen and that’s where the [...]

Understanding The 7Ps of The Marketing Mix2020-10-08T07:19:54+01:00

Using the Balanced Scorecard to Measure the 4P’s

Kaplan and Norton describe the Balanced Scorecard as a strategic management system emphasising that financial and non-financial measures must be part of the information system at all levels. This requires the balanced scorecard to be cascaded down from the highest levels of the organisation to the tactical and operational levels across all activities - including the marketing mix. This is [...]

Using the Balanced Scorecard to Measure the 4P’s2021-10-29T11:35:56+01:00