Showing papers on "Return on marketing investment published in 1989"

Social Marketing: Influencing Behaviors for Good

Abstract: Foreword Alan R. Andreasen PART I: UNDERSTANDING SOCIAL MARKETING 1. Defining Social Marketing Marketing Highlight: Sustainable Malaria Prevention, NetMark's Success Story (2000-2010) What is Social Marketing? Where Did the Concept Originate? How does Social Marketing Differ From Commercial Sector Marketing? How is it Different From Nonprofit Marketing, Public Sector Marketing, and Cause Promotions? What is Social Marketing's Unique Value Propostion? Who Does Social Marketing? What Social Issues Can Benefit From Social Marketing? What Is the Social Marketer's Role in Influencing Upstream Factors and Mainstream Audiences? Marketing Dialogue 2. 10 Steps in the Strategic Marketing Planning Process Marketing Highlight: Scooping the Poop in Austin, Texas (2001-2009) Marketing Planning: Process and Influences 10 Steps to Develop a Social Marketing Plan Wht Is a Systematic, Sequential Planning Process Where Does Marketing Research Fit in the Planning Process? Marketing Dialogue 3. 16 Tips for Success Marketing Highlight: Competitve Analysis: Reducing "Drink Driving" in Australia (2009 16 Tips for Success Marketing Dialogue II. Analyzing the Social Marketing Enviornment 4. Determining Research Needs and Options Marketing Highlight: Increasing Family Planning in Pakistan (2007) Major Research Terminology When Research Is Used in the Planning Process Steps in Developing a Research Plan Research "That Won't Break the Bank" Research Highlight: The "Yes" Initiative for Youth Employment in Maldives (2007) 5. Choosing a Purpose and Focus for Your Plan and Conducting a Situation Marketing Highlight: Reducing Diarrhoeal Disease in India: The ORS-Zinc Solution Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Analysis Choosing a Purpose and Focus for Your Plan and Conducting a Situation Analysis (2008-2010) Ethical Considerations When Choosing a Focus for Your Plan Research Highlight: Focus Groups Inform Nuestro Barrio: An Edutainment Soap Opera (2006) III: Establishing Target Audiences, Objectives, and Goals 6. Segmenting, Evaluating and Selecting Target Audiences Marketing Highlight: Reducing Tabacco Use in the United States Legacy Small Innovative Grants Research Program Recognizes "One Size Never Fits All" Step #3: Selecting Target Audience Steps Involved in Selecting Target Audiences Variables Used to Segment Markets Criteria for Evaluating Segments How Target Audiences Are Selected What Approach Should Be Chosen? Ethical Considerations When Selecting Target Markets Reseach Highlight: "You Know Different:" Barriers and Benefits Research Informing a Youth HIV Testing Campaign 7. Setting Behavior Objectives and Goals Marketing Highlight: Seafood Watch: Influencing Sustainable Seafood Choices Step #4: Setting Objective and Target Goals Behavior Objective Knowledge and Belief Objectives Objectives and Target Goals Are Only a Draft at This Step Objectives and Target Goals Will Be Used for Campaign Evaluations Research Highlight: Reducing Tractor Rollover Injuries and Deaths (2006) 8. Identifying Barriers, Benefits, the Competitions and Influential Others Marketing Highlight: Be Active: A 2009 Award Winning Program in Birmingham, England Step #5: Indentify Target Audiences Barriers, Benefits, and the Competition What More Do You Need to Know about Target Audience? How Do You Learn More From and About the Target? How Will This Help Develop Your Strategy? Potential Revision of Target Audiences, Objectives, and Goals Ethical Considerations When Researching Your Target Audience Research Highlight: Reducing Drinking and Driving in Montana: Evaluating a Social Norms Approach (2003) IV. Developing Social Marketing Srategies 9. Crafting Desired Positioning Marketing Highlight: Get Some: "Get Yours, Grab a Handful and Go!" New York City's Bold Campaign to Increase Condom Use (2007-2010) Positioning Defined Step #6: Developing a Positioning Statement for Social Marketing Offerings Bahavior-Focused Positioning Barriers-Focused Positioning Competetion-Focused Positioning Repositioning-Focused How Positioning Relates to Branding Ethical Considerations When Developing a Positioning Research Highlight: Stopping Aquatic Hitchhikers: A Branding Strategy (2010) 10. Product: Creating a Product Platform Marketing Highlight: Reducing Tuberculosis in Peru: With a Product Strategy Key to Success (1990s) Product: The First "P" Step #7: Developing the Social Marketing Product Platform Branding Ethical Considerations Related to Creating a Product Platform Research Highlight: Ethnographic Research to Study Use of Water Treatment Devices in Andhra Pradesh, India: PATH's Safe Water Project (2006 - 2011) 11. Price: Determining Monetary and Nonmonetary Incentives and Disincentives Marketing Highlight: Increasing Water Availability in Jordan Using Financial Incentives: United States Agency for International Development (US AID)/Jordan (2010) Price: The Second "P" Step #7: Determining Monetary and Nonmonetary Incentives and Disincentives Setting Prices for Tangible Objects and Services Ethical Considerations Related to Pricing Strategies Research Highlight: Decreasing Use of Plastic Bags and Increasing Use of Reusable Ones in Ireland: Formative Research (2002) 12. Place: Making Access Convenient and Pleasant Marketing Highlight: Recycling Made Easy in Cape Town, South Africa (2008) Place: The Third "P" Step #7: Developing the Place Strategy Managing Distribution Channels Ethical Considerations When Selecting Distribution Channels Research Highlight: Bicycling in the Netherlands: What Went Right? (2010) 13. Promotion: Deciding on Messages, Messengers, and Creative Strategies Marketing Highlight: Rock the Bulb: Puget Sound Energy's Campaign for Increased Energy Efficiency (2010) Promotion: The Fourth "P" A Word About the Creative Brief Message Strategy Messenger Strategy Creative Strategy Pretesting Ethical Considerations When Deciding Messages, Messengers, and Creative Strategies Research Highlight: "No Junk Mail" in Bayside, Australia: Personal Interviews and Observation Research (2009) 14. Promotion: Selecting Communication Channels Marketing Highlight: Using Text Messaging to Improve Health: A Successful Pilot for Reducing Obesity (2008) Promotion: Selecting Communication Channels Traditional Media Channels Nontraditional and New Media Channels Factors Guiding Communication Channel Decisions Ethical Considerations When Selecting Communication Channels Research Highlight: Financial Literacy Road Shows in Ghana: A Qualitative Impact Assessment to Inform Future Efforts (2007-2008) V: Managing Social Marketing Programs 15. Developing a Plan for Monitoring and Evaluation Marketing Highlight: Evaluating a Commitment Contract for Smoking Cessation in the Philippines (2006) Step #8: Developing a Plan for Monitoring and Evaluation Why Are You Conducting This Measurement? What Will You Measure? How Will You Measure? When Will You Measure? How Much Will It Cost? Ethical Considerations in Evaluation Planning Research Highlight: Increasing Breast Cancer Screening Rates: Demonstrating the Benefits of Monitoring Efforts to Reach goals: Cancer Scan Col, Ltd., Tokyo, Japan (2009-2010) 16. Establishing Budgets and Finding Funding Marketing Highlight: The Heart Truth: Mobilizing Partners to Help Spread the Word (2002-2010) Step #9: Establishing Budgets Determining Budgets Justifying the Budget Finding Sources for Additional Funding Appealing to Funders Revising Your Plan Ethical Considerations When Establishing Funding 17. Creating an Implementation Plan and Sustaining Behavior Marketing Highlight: "Let's Move!" First Lady Michelle Obama's Initiative to Reduce Childhood Obesity (2010) Step #10: Creating an Implementation Plan Phasing Sustainability Sharing and Selling Your Plan Ethical Considerations When Implementing Plans Research Highlight: Turn it Off: An Anti-Idling Campaign (2007) Appendix A: Social Marketing Planning Worksheets Appendix B: Social Marketing Resources Chapter Notes Name Index Subject Index About the Authors

Global Marketing Management

Abstract: I. INTRODUCTION AND OVERVIEW. 1. Introduction to Global Marketing. II. THE GLOBAL MARKETING ENVIRONMENT. 2. The Global Economic Environment. 3. The Social and Cultural Environment. 4. The Political, Legal, and Regulatory Environments of Global Marketing. III. ANALYZING AND TARGETING GLOBAL MARKET OPPORTUNITIES. 5. Global Customers. 6. Global Marketing Information Systems and Research. 7. Global Targeting, Segmenting and Positioning. IV. GLOBAL MARKETING STRATEGY. 8. Entry and Expansion Strategies: Marketing and Sourcing. 9. Cooperation and Global Strategic Partnerships. 10. Competitive Analysis and Strategy. V. CREATING GLOBAL MARKETING PROGRAMS. 11. Product Decisions. 12. Pricing Decisions. 13. Global Marketing Channels and Physical Distribution. 14. Global Advertising. 15. Global Promotion: Personal Selling, Public Relations, Sales Promotion, Direct Marketing, Trade Shows, Sponsorship. 16. Global e.marketing. VI. MANAGING THE GLOBAL MARKETING PROGRAM. 17. Leading, Organizing, and Monitoring the Global Marketing Effort. 18. The Future of Global Marketing. Appendix: Global Income and Population 2000 and Projections to 2010 and 2020.

Tourism marketing and management handbook.

Abstract: Part 1 The tourism environment: structure and sectors - structure of tourism - three integrated models, airline competition, theme parks, incentive travel regional and public sector policies - determinants of the attractiveness of a tourism region, tourism destination area development (from theory into practice), tourism in non-traditional areas, public sector policies, government controls on and support for tourism, tourism legislation, international regulation trends and developments - sociology of tourism, fragmentation in the tourism industry, seasonality, trends in international tourism, ecology management, international environmental regulation and control, environmental auditing, science and technology, information technology and computer reservations systems, role of research in tourism, tourism and the media, education and training, career opportunities. Part 2 Tourism management: strategic and operational management - decision design for tourism chief executive officers, strategy planning and management, systems approach, tourism information systems, strategic alliances, human resource management, managing labor flexibility, production/operations management, applications of information technology, hospitality, productivity measurement, hotels financial management - financial planning and control, financial analysis, management by exception, capital budgeting, priority base budgeting, cash management, development and investment policy in tourism, profile of investment incentives, foreign exchange management quality management - total quality management, quality assessment of tourism developments, quality management - hotels, quality of service and tourist satisfaction, quality of service and customer care. Part 3 Tourism marketing: consumer behavior, marketing research and segmentation - consumer behavior, marketing research, market segmentation, demographic segmentation, psychographic segmentation, targeting markets, positioning strategies managing the marketing mix - overall tourism product, product life cycle, branding, new product development, pricing, tariff management - hotels, promotional mix, promotional strategies, promotion budget allocation for national tourist offices using an expert system, direct marketing, public relations, multi-nation promotion, tour operators, franchising strategic marketing and planning - marketing management, marketing plan, marketing opportunity analysis, marketing feasibility study, technological change and competitive marketing strategies, marketing strategies - hospitality, market penetration, marketing budgeting - hotels, marketing audit, European destination marketing, marketing in small island states. Part 4 Analytical methods applied to tourism: economics and forecasting - economic impact, input-output analysis, receipts/expenditures balance analysis, economic impact models, economic models, cost-benefit analysis. (Part contents).

Defining Marketing: A Market‐Oriented Approach

Abstract: Traditionally marketing as it is perceived all over the Western world is based on definitions agreed on in the US by the American Marketing Association and presented in American textbooks. This definition is, however, based on American conditions and, moreover, mainly geared to the customer relationships of manufacturers of consumer packaged goods and durables. More recent research in Europe on service marketing and industrial marketing suggests a somewhat different approach to defining marketing. Long‐term customer relationships are considered as the cornerstone of marketing, and a definition of marketing which is geared to this notion is suggested.

Hospitality and travel marketing

Abstract: Part I: Introduction to marketing. Marketing defined. Differences between marketing products and hospitality/travel services. The hospitality and travel marketing system. Part II: Planning: research and analysis. Customer behavior in the hospitality and travel industry. Analyzing market opportunities. Marketing research. Part III: Planning: strategy, positioning and objectives. Marketing segmentation and trends. The marketing plan and the eight "P's" of hospitality marketing. Part IV: Implementing the marketing mix. The product/service mix and people. Packaging and promotion. The distribution mix and the travel trade. Communications and the promotional mix. Advertising. Sales promotion and merchandising. Personal selling and sales management. Public relations and publicity. Pricing. Part V: Controlling, measuring and evaluating the plan. Marketing management, evaluation and control.

Marketing Plans: How to Prepare Them, How to Use Them

Abstract: Understanding the marketing process The marketing planning process: the main steps The marketing planning process: removing the myths Completing the marketing audit: the customer and market audit Completing the marketing audit: the product audit Setting marketing objectives and strategies The communication plan: the advertising and sales promotion plans The communication plan: the sales plan The pricing plan Marketing information, forecasting and organizing for marketing planning Implementation issues in marketing planning A step-by-step marketing planning system.

Direct Marketing Management

Abstract: I. THE BASIS OF DIRECT MARKETING. 1. Contemporary Direct Marketing. 2. Planning a Direct Marketing Program. II. DIRECT MARKETING DECISION VARIABLES. 3. Offer Planning and Positioning. 4. Mailing Lists: Processing and Selection. 5. List Segmentation. 6. Creative Strategy and Execution. 7. Fulfillment and Customer Service. III. SPECIAL TECHNIQUES OF DIRECT MARKETING. 8. Developing and Using Customer Databases. 9. Profitability and Lifetime Value. 10. Testing Direct Marketing Programs. 11. Business-to-Business Direct Marketing. IV. DIRECT MARKETING MEDIA. 12. Developing Direct Mail Campaigns. 13. Catalog Marketing. 14. Telephone Marketing. 15. Direct Response in Print Media. 16. Direct Response in Broadcast Media. 17. The Interactive Media. Index.

Hospitality Marketing Management

Abstract: The Functions of Marketing Introduction to Hospitality Services Marketing Understanding the Behavior of Hospitality Consumers Market Segmentation and Positioning Developing a Marketing Plan Information for Marketing Decisions Developing New Products and Services Product-Service Mix Strategy Distribution, Intermediaries, and Electronic Commerce Promotion and Advertising Advertising Media Planning Sales Promotions, Merchandising and Public Relations Personal Selling Pricing Strategy Using Menu Design as a Marketing Tool Index

International Marketing : Analysis and Strategy

Abstract: I. OVERVIEW OF WORLD BUSINESS. 1. Nature of International Marketing: Challenges and Opportunities. 2. Trade Theories and Economic Development. 3. Trade Distortions and Marketing Barriers. II. WORLD MARKET ENVIRONMENT. 4. Political Environment. 5. Legal Environment. 6. Culture. 7. Consumer Behavior in the International Context: Psychological and Social Dimensions. III. PLANNING FOR INTERNATIONAL MARKETING. 8. Marketing Research and Information System. 9. Market Analysis and Foreign Market Entry Strategies. IV. INTERNATIONAL MARKETING DECISIONS. 10. Product Strategies: Basic Decisions and Product Planning. 11. Product Strategies: Branding and Packaging Decisions. 12. Distribution Strategies: Channels of Distribution. 13. Distribution Strategies: Physical Distribution and Documentation. 14. Promotion Strategies: Personal Selling, Publicity, and Sales Promotion. 15. Promotion Strategies: Advertising. 16. Pricing Strategies: Basic Decisions. 17. Pricing Strategies: Terms of Sale and Payment. V. SPECIAL TOPICS: FINANCIAL ENVIRONMENT AND DECISIONS. 18. Sources of Financing and International Money Markets. 19. Currencies and Foreign Exchange. Subject Index. Name Index. Company and Trademark Index. Country Index.

Marketing planning in small enterprises: A model and some empirical evidence∗

Abstract: This paper discusses some of the features of small firms and emphasises that business proprietors have quite a different approach to marketing compared to that displayed by professional marketing managers in large concerns. In particular, the authors argue that the predominating influence of the owner/manager and the managerial and structural features of small enterprises leads to a marketing planning approach that is unique to them and suited to their needs and capacities. This approach, while it encapsulates the fundamental elements of marketing planning and investigates internal and external planning dimensions, allows owner/managers to approach marketing planning with varying degrees of rigour and sophistication. The authors develop a model to make this approach operational. To investigate the utility of the model, semi‐structured interviews were carried out with the owners of 68 four‐year‐old firms and results show that around two thirds of owners adopted a “non‐marketing” approach to marketing plann...

Business Marketing Management: B2B

Abstract: Business Marketing is typically taught in four-year schools at both the undergraduate and graduate level. The course details the key differences between consumer goods and business-to-business marketing and most often includes case coverage. This course is typically found in the marketing department.

Small Business Adoption of the Marketing Concept vs. Other Business Strategies

Abstract: Small businesses, like their larger counterparts, are guided by overall philosophies of what the firm is and what it should be doing. One philosophy, the marketing concept, is an operational approach that provides an overall perspective to all organization members. According to one source: The marketing concept is a managerial prescription relating to the attainment of an entity's goals .... The marketing concept states that an entity achieves its own exchange-determined goals most efficiently through a thorough understanding of potential exchange partners and their needs and wants, through a thorough understanding of the costs associated with satisfying those needs and wants, and then designing, producing, and offering products in light of this understanding. A more fundamental conceptualization of the marketing concept is that it is a business philosophy which requires that all organization members focus their efforts on customer satisfaction, that management emphasizes marketing strategy and planning, and that the organization strives to earn a profit through selectively meeting customer needs. For numerous managers, this approach to doing business is intuitively attractive. In addition, empirical evidence has demonstrated that it can be more profitably applied than other commonly used approaches.3 This is true despite the fact that the marketing concept has been the subject of criticism from both academics and practitioners in the field.4 The major alternative philosophies are the production concept, which emphasizes efficiency in production, the sales concept, which focuses on promoting products to customers, and the societal concept, whereby management attempts to engage in effective transactions with various publics," including target customers, the public at large, suppliers, governmental agencies, and special interest groups. It is of interest to business managers, public policy formulators, academics, and the public at large to gain insights into the overall strategies which guide business firms. To date, little database analysis has been done on the use of the marketing concept in small business.5 The present article reports the results of a study designed to help remedy that deficiency. The objective of the study was to determine the extent to which small businesses currently pursue the marketing concept, or some alternative concept, to guide their actions. Subsidiary objectives were to determine why firms that have adopted the marketing concept have seen fit to pursue this course of action, and to uncover problems associated with adopting and implementing the marketing concept. LITERATURE REVIEW In 1985, Hise examined the extent to which manufacturing firms had adopted the marketing concept. The sample consisted of 131 Fortune 500 manufacturing firms and 121 medium-sized firms (annual sales from $10 million to $50 million). Questions were asked relating to: (1) customer orientation, (2) profitability of operations, and (3) organizational structure of the marketing department. Based upon separate analysis of each of the three sets of questions, Hise concluded that to a large extent, both large and medium- sized manufacturing firms had adopted the marketing concept. Barksdale and Darden examined marketers' attitudes toward the marketing concept using a national sample of 203 company presidents and marketing educators. The members of the sample basically agreed with the statements that (1) the marketing concept has been adopted as an operating philosophy by most business firms in America; (2) the marketing concept is not an academic idea that works better in theory than in practice; and (3) the basic ideas of the marketing concept are equally valid for both large and small firms. Yet another study examined 1,492 companies with a net worth of at least $1 million in 21 manufacturing industry classifications. …

Problems and Strategies in the International Marketing of Services

Abstract: Services is the fastest growing sector in international trade but is overlooked as a subject of study in international marketing. Some international marketing problems specifically related to services are discussed. Two categories of services – product services and service products – are considered, with discussion focusing on the latter. The characteristics of services, inseparability, heterogeneity, perishability and the marketing mix are examined to identify the unique problems they may create in the internationalisation process of service firms. Solutions to these problems are suggested.

Hospitality Marketing: The Internal Approach

Abstract: Hospitality firms generally view marketing as an external activity. But everything a customer experiences has marketing impact, so the best marketing strategies begin inside the operation

Marketing Tourism: A Practical Guide

Abstract: Travel and the tourist the tourist service trades the marketing concept market research product analysis market analysis and segmentation market measurement and forecasting travel and holiday motivations external factors marketing planning marketing tools and techniques the marketing mix and co-operative marketing budgets and allocations marketing organization and structure marketing strategy after sales service product development product presentation themes and anniversaries seasonality business travel the marketing audit the role of the National Tourist Organization future trends.

Marketing: Concept and Function

Abstract: The alternatives to marketing orientation are identified, the requirements for marketing orientation examined and the differences between the marketing concept and the functional implementation distinguished. The required tasks and operations of a marketing‐oriented organisation and the present limited adoption of the concept as compared with the functions of marketing are explained.

Capitalizing on Brand Extensions

Abstract: Examines the benefits and drawbacks of brand name extensions. Proposes a set of questions/guidelines about brand extending for marketing decision makers: new products′ sales potential, marketing cost efficiency gained by brand extending, cannibalization of parent product, and risk of losing brand effectiveness from overextension. Concludes that a more pragmatic approach to brand extension is required than the traditional, either right or wrong, categorization.

The Marketing Mix: Time for Reconceptualization

Abstract: Marketing is viewed by AMA's new definition as being the management of the marketing mix. However, the presently popular paradigm of the mix (the Four Ps) may not be adequate to describe the breadth of marketing applications in the 1990s and beyond. This article proposes, as an alternative, that some terms already used independently be grouped and offered as a new marketing mix conceptualization termed "the Four Cs" (concept, channels, costs, and communication).

Commentary on “A Brand Switching Model with Implications for Marketing Strategies”

Abstract: Commentary on Colombo, R. A., D. G. Morrison. 1989. A brand switching model with implications for marketing strategies. Marketing Sci.8 1.

An Experiential Approach to Marketing Education

Abstract: This article reports a procedure for leading a class to generate product ideas, select one, produce a product or service, develop and implement a marketing plan, and distribute the profits. Marketing comes alive as students relate the textbook to the real world through this experiential approach to marketing education.

The Manager's Guide to Competitive Marketing Strategies

Abstract: The ability to think strategically is permeating every level of successful organizations - particularly among senior executives and line managers responsible for maintaining a competitive advantage for their products and services. Above all, Manager's Guide to Creative Marketing Strategies is a pragmatic examination of a 21st century manager.The second edition of this popular book will update you on the latest techniques for developing competitive strategies. It examines how to apply strategies and tactics in a confusing global mixture of hostile competitors, breakthrough technologies, emerging markets, fickle customer behavior, and diverse cultures.You will gain practical information about what strategy is, how competitive intelligence contributes to successful strategies - and how to put it all together. The book is an all-in-one resource for analyzing, planning, and developing competitive strategies, a workbook with checklists and forms, and a reference with numerous case histories.

Consumer Sentiment towards Marketing in Hong Kong

Abstract: An attempt is made to assess consumer sentiment in Hong Kong towards marketing by measuring consumer attitudes towards the four components of the marketing mix – product, price, advertising and retailing. The finding, showed that Hong Kong consumers had a slightly favourable attitude towards marketing. Among the four marketing areas, product was most favourably perceived, while price and advertising were negatively rated. Differences were found among demographic variables.

Personal Financial Services: Marketing Strategy Determination

Abstract: The major issues in, and influences on, the determination of marketing strategy across the personal financial services sector are examined. Recent changes in the competitive environment emphasise the need to see banks in the context of the sector as a whole. New survey evidence is discussed which relates to the nature of marketing research, advertising strategy, distribution strategy and the use of information technology.

The Power and Politics of Sales Forecasting: Uncertainty Absorption and the Power of the Marketing Department

Abstract: Recent concerns have focused on the adequacy of the power of Marketing Departments to implement the marketing concept and to put into effect marketing plans and strategies. The article analyzes the marketing function as an information processing activity, where one significant element of information processing is sales forecasting as an uncertainty absorption process. The major hypothesis is that the power of the Marketing Department can be partially explained by its control of sales forecasting, both directly but also indirectly through a set of strategic contingencies which make marketplace uncertainty critical to the firm. The argument is supported by empirical data from a study of manufacturing firms in the United Kingdom, and leads to the identification of a number of implications for managers and researchers.

Services – Marketing with a Difference?

Abstract: In recent years there has been a marked development of the “service company”, first in North America and now in Western Europe. Much attention has been given to the marketing of services, but little in the sense of how to do services marketing. This is changing as more and more services begin to take the question of marketing seriously. This article looks at the theory, practice, and future of services marketing.

Marketing Organisation in the UK Financial Services Industry

Abstract: The emerging role of the formal marketing organisation in financial services companies in the UK is examined here. Using new survey data, the study demonstrates the existence of several different phototypical forms of marketing organisation in the financial services field and an attempt is made to link the form of marketing organisation to the strategic direction of financial services organisations.

Strategy Development and Implementation of Tourism Marketing Plans: Part 2

Abstract: In order to assure that the basic objectives of a national tourist organisation are achieved, tourism marketing strategy at corporate level should be intimately related to tactical marketing planning. This article, the second of a two‐part series, examines a number of conceptual frameworks and processes that can be applied by various national tourist organisations and private enterprises when planning, executing and controlling tourism marketing strategies and tactics for both short and long‐term dimensions.