Strategic Marketing: Adaptation, CBBE Model, IMC, and Success Measurement

STRATEGIC
MANAGEMENT

EXECUTIVE SUMMARY
This report will discuss on the concepts of strategic marketing through various
sections. In first section, the study will highlight adaptation and standardization with the help
of marketing mis if selected business. In next section, the report will outline brand equity
with the help of suing customer-based brand equity (CBBE) model. In the next stage, the
project will outline Integrated Marketing communication, its importance and types of
marketing communication through which a brand can share their message and promote higher
number of audience/ target market. Lastly, the project will have some measurement strategies
through which a business scan maximizes their profitability and success.

Table of Contents
EXECUTIVE SUMMARY......................................................................................................2
INTRODUCTION....................................................................................................................4
TASK.........................................................................................................................................4
Adaptation and standardisation of marketing mix.................................................................4
CBBE model..........................................................................................................................5
Integrated communication mix and methods.........................................................................7
Measurement of success.........................................................................................................8
CONCLUSION.........................................................................................................................9
REFERENCES.......................................................................................................................10