Strategic Marketing: Adaptation and Standardisation of Marketing Mix, CBBE Model, Integrated Communication Mix and Methods, Measurement of Success
VerifiedAI Summary
This presentation discusses the importance of strategic marketing in achieving organizational objectives. It covers topics such as adaptation and standardisation of marketing mix, CBBE model, integrated communication mix and methods, and measurement of success. Yumi Nutrition's expansion into Estonia is used as a case study to illustrate the application of these concepts. The presentation also highlights the significance of creative consistency and overall cost savings in integrated communication mix. The success of Yumi Nutrition's new product is measured through sales target and market share. References include 'Strategic marketing management: Theory and practice' by Chernev and 'Strategic marketing: making decisions for strategic advantage' by Sahaf.
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