A study of marketing implementation in brand portfolio companies
Paper
Paper/Presentation Title | A study of marketing implementation in brand portfolio companies |
---|---|
Presentation Type | Paper |
Authors | Patrick, Kelly (Author), Chimhundu, Ranga (Author) and Summers, Jane (Author) |
Editors | Rundle-Thiele, Sharyn, Kubacki, Krzysztof and Arli, Denni |
Journal or Proceedings Title | Proceedings of the 2014 Australian and New Zealand Marketing Academy Conference (ANZMAC 2014) |
ERA Conference ID | 76596 |
Year | 2014 |
Place of Publication | Brisbane, Australia |
Conference/Event | ANZMAC 2014: Agents of Change |
ANZMAC Conference | |
Event Details | ANZMAC Conference Australian and New Zealand Marketing Academy Conference Rank C C C C C C C C C C C C C C C |
Event Details | ANZMAC 2014: Agents of Change Parent ANZMAC Conference Event Date 01 to end of 03 Dec 2014 Event Location Brisbane, Australia |
Abstract | Implementation, or the translation of ideas into actions, is a critical part of the business process. Without implementation, ideas cannot become positive results. Researchers agree that more focus is needed to understand the gap between what is expected (planned implementation) and what actually happens (actual implementation). This study considers the implementation of marketing tactics by brand managers in brand portfolio companies. Currently, the likelihood of a given tactic to be planned for (or not) and implemented (or not) is not known. This paper introduces a classification system to help brand managers analyse the implementation patterns of the brand. This system sorts tactics on three dimensions: whether the tactic was planned; whether the tactic was implemented and, if the tactic was both planned and implemented, the degree of congruency (match-up) between actual and planned implementation. Using this process can help brand managers drive ROI through enhanced contingency planning and implementation management. |
Keywords | implementation; brand plans; marketing; tactics |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350605. Marketing management (incl. strategy and customer relations) | |
359999. Other commerce, management, tourism and services not elsewhere classified | |
Public Notes | Files associated with this item cannot be displayed due to copyright restrictions. |
Byline Affiliations | University of Southern Queensland |
School of Management and Enterprise | |
Institution of Origin | University of Southern Queensland |
https://research.usq.edu.au/item/q2y1y/a-study-of-marketing-implementation-in-brand-portfolio-companies
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