Download e-book for iPad: Marketing fundamentals by Chartered Institute of Marketing.; Marketing Knowledge

By Chartered Institute of Marketing.; Marketing Knowledge

ISBN-10: 0750667729

ISBN-13: 9780750667722

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Marketing Programs Chapter 3 - Page 5 Functional Flow for a Marketing Activity Functional Flow ly n O e s U I A O & The high-level flow of Marketing tasks: • Create a Program to align with the marketing goals of your organization. This is an optional step. • Create a Campaign and associate it with a program. Associating a campaign with a program is optional, and will be needed if a program is planned for a large marketing initiative and will have a number of marketing activities associated with it.

All rights reserved. Marketing Programs Chapter 3 - Page 3 What are Marketing Programs? What are Marketing Programs? ly n O e s U I A O & A Program is a planning object and enables managers to set the direction for large marketing promotions. Usually, the set of objects belonging to a program will have a common goal or theme that qualify them to belong to the program. New product launch or customer acquisition are typical examples of business objectives for a program. l a n r e t n I e l c a r O Programs enable marketers to centrally plan, manage, and track the usage, status, costs, revenues, and metrics for a group of campaigns and events.

Schedules will be discussed in subsequent lessons of this course. Copyright © Oracle Corporation, 2005. All rights reserved. Marketing Campaigns Chapter 4 - Page 4 Campaigns in the Objects Hierarchy Campaigns in the Objects Hierarchy ly n O e s U I A O & Campaigns are often hierarchical structures, and can be divided by geography, by product, or by marketing channel. Associating campaigns to a program is optional and may be driven by your business requirements. l a n r e t n I e l c a r O Copyright © Oracle Corporation, 2005.

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Marketing fundamentals by Chartered Institute of Marketing.; Marketing Knowledge


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