APPLIED
STRATEGIC MARKETING MODEL
PHASE
THREE: Plan Review, Evaluation and Improvement
Learning
from the successes and shortcomings of a marketing plan
and its implementation is one of the most overlooked aspects
of marketing. Critical assessment and review are essential
in order to maximize the value of any marketing investment.
In-process
Plan Evaluation
How successful is the plan? How true have we been to the
plan? Is it meeting our goals? What can we do now to make
it better in the short term?
Applied
Learning
How did our various customers receive the plan and its messages?
How can the plan be improved in the long run? What did we
learn from our customers by implementing the plan? How do
we use this knowledge as part of our next planning cycle?
How much did we really invest in the plan? Where did we
gain the benefit? What was our total rate of return?
