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| CHERYL Van Landingham |
| STRATEGIC MARKETING & Public Relations |
| Strategic Alignment Robert Bradford ONE DIFFICULTY companies face in strategic planning is turning their vision into a reality. To transform your organization into the one you envision takes more than great strategy and implementation, you also need to make the strategy an integral part of your operation. When we speak of this idea, we usually use the phrase "strategic alignment." Alignment will make it much easier for your management team to move in the direction you intend. Without alignment, every bit of forward motion will be a struggle. Rigorous Self-Examination Key to Writing Successful Strategic Plan Andrew Thomson Feb. 6--Most managers look forward to preparing a strategic business plan as much as they did a school term paper -- pages of pain, with no relevance to the real world. Worse, you can't even crib it from some little-known journal. Once written and graded by someone else -- in school it was a teacher, now it's a banker, or head office -- it just goes in a drawer or onto a shelf, and is not used again until the next time someone insists on a plan. But the biggest benefits of writing a plan do not come from the plan itself but from the process of thinking strategically about your business. QUESTION: How do I ensure the greatest return on investment for my promotional efforts given my small-business advertising budget? April 22, 2002--Knight Ridder/Tribune Business News ANSWER: A promotional strategy consists of developing a unique mix of five key elements: advertising, public relations, sales promotion, direct marketing, and personal selling |
| Increase Your Knowledge Articles on Marketing and Strategic Planning |