Identify how the corporate, marketing, and marketing ...

[WWatsford]

Identify how the corporate, marketing, and marketing communications objectives should be linked in the SMC.

Question 2

When do systems tend to break down and become ineffective?

[Smiles0805]

Answer to Question 1

The corporate strategy has to be strongly linked with corporate objectives. Corporate objectives have to be strongly linked with marketing strategy. Marketing strategy has to be strongly linked with marketing objectives. Marketing objectives have to be strongly linked with marketing communications strategy. Marketing communications strategy has to be strongly linked with marketing communications objectives. Finally, marketing communications objectives have to be strongly linked with the selection and implementation of certain elements of the marketing communications mix.

Answer to Question 2

Systems tend to break down and become ineffective when there is no clear logic between a given strategy, the way the strategy becomes a goal guiding tactics, and the way tactics are formulated to achieve the objective.