Marketing Decisions Taken By Whom

LONG TERM DECISIONS TAKEN AT CORPORATE LEVEL

which become an input to creating expensive, long term and irreversible decisions  regarding the type of assets that need to be created which can affect 

earnings and competitiveness for a long time to come

• Which  customers  to  serve
• Which  need / application to target
• Which intangible assets to build
• What VFM band to operate in (work on what GOM)
• Brand Architecture and Positioning  
• Which  Channels to build
• How to prospect,  present, close, transact
• Norms for customer Operations / Servicing

DECISIONS THAT ARE TAKEN AT THE MARKETING LEVEL

 which impact the P&L of the year under consideration

• Promotions : timing and extent   
• Communications : messages, materials, media   
• Channel operations   
• Manpower operations  
• Customer contact operations  
• Revenue operations  
• Service operations