Corporate marketing
Mình đang tìm hiểu về Corporate marketing, có bạn nào có tài liệu cụ thể
về lĩnh vực này cho mình xin với, hoặc có kinh nghiệm có thể tranning
cho mình một chút (mình sẽ setup buổi cafe để lắng nghe), hoặc có ai
biết vấn đề này cần đọc ở cuốn sách nào thì bảo mình với.
Tks và sẽ hậu tạ cafe ^^
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- Huynh Tan Vuong1415172542
Corporate Marketing là Marketing ở cấp độ doanh nghiệp. Tuy nhiên thuật ngữ này ít phổ biến và thường không dùng nhiều lắm nên sẽ nghe hơi lạ đối với nhiều người. Vì thường ở cấp độ doanh nghiệp Corporate Marketing đã nằm luôn trong Corporate Strategy (Chiến Lược Doanh Nghiệp) rồi.
Thông thường quy trình như vầy: Corporate Vision -> Corporate Mission -> Corporate Objectives -> Corporate Strategy -> Marketing Strategy -> Marketing Plan. Đây là chuỗi liên kết để bạn biết được yêu cầu Marketing là bắt nguồn từ đâu. Nó là một bức tranh tổng thể, và dĩ nhiên dưới Corporate Strategy sẽ có Strategy của từng Phòng Ban Chức Năng. Cái này sẽ bị cái kia định hướng trước. Và Bạn sẽ hỏi ai định ra Corporate Vision..trả lời - Đó là Đại Hội Cổ Đông (Ban Quản Trị).
Không biết bạn hỏi để làm bài tập hay thực hiện công việc. Vì mỗi cái mục đích khác nhau thì sẽ có cách giải thích khác nhau.
Thông thường Marketing hiện nay phổ biến ở 3 khía cạnh:
Marketing từ Nhà Sản Xuất (Maker) -> Người Tiêu Dùng (End-User) = Consumer Marketing
Marketing từ Nhà Sản Xuất (Maker) -> Kênh Phân Phối (Channel) = Trade Marketing
Marketing từ Kênh Phân Phối (Channel) -> Người Tiêu Dùng (End-User) = Retail Marketing
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