8. Creative Execution: Gaining and Retaining Customers and Influencing Stakeholders

Here we outline ten factors that seem to lie at the nexus of marketing strategy: objective, initiative, concentration, economy of resources, maneuver, unity of command, coordination, surprise, simplicity, and flexibility. All can be used to plan and initiate integrated marketing communications campaigns. However, while essential, any redevelopment, redesign, or reengineering engaged in by a business must be—as recommended—a top-down effort, such an effort is always underpinned by information acquired from all internal and external stakeholders. That takes time and effort and skill to acquire. Hence, consultants of repute must be employed to gather the data, analyze the same, and apply it to enable the organization to become more customer-oriented and -focused. Creativity and innovation must not merely be unique, but also be measurably effective. Integrated global marketing communication processes can be used to build businesses, brands, and corporate identity.