chapter 5

6 marketing strategy & organizationA Marketing Plan Must Be SoldChoose or LoseBusiness Opportunity: Size the PrizeCompetitiveness: Can We Win?Feasibility: Can We Do It?Leverage: What Are the Spill-overs?Finding BalanceConsequencesBusiness Roadmapping Audit: Questions for the Marketer172172175176177178179182184Chapter 7 : Commitment to Execution185© rudy moenaert, henry robben, peter gouw, lannoocampus • marketing strategy & organizationRunning and Changing the CompanyThe Rubber Must Hit the RoadDual Marketing: Exploitation and ExplorationThe Unproductive Rituals of a Rain-dancePhasing ImplementationSeeing the NeedA Coalition for ChangeInternal Marketing of the VisionSense of UrgencyUnderstanding the Barriers to the Next StepsStarting up the OrganisationProject RoadmappingExpanding the CoalitionCreating MomentumSustain the EffortsMobilise CommitmentPeople on the TrainTrack and Celebrate ProgressBusiness Roadmapping Audit: Questions for the MarketerChapter 8 : Return on BusinessReturn on BusinessA Fact-Based Perspective on ‘Return on Marketing’The Balanced Marketing ScorecardMarketing Accountability187187188190191195195198199201202202207208208208210211213215217217219220