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Marketing/Strategic marketing planning in alliance

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Question
Dear Mr. Lingham,
we conduct a research about role, place, essence and process of strategic marketing planning in strategic alliance.
According to this we would like to ask you, how is strategic marketing planning executed in alliance (that takes form of monoproduct jointed venture)but not in classical SME?
May be you can advice some literature that might be helpful to catch this difference?

Answer
Question:   Dear Mr. Lingham,
we conduct a research about role, place, essence and process of strategic marketing planning in strategic alliance.
According to this we would like to ask you, how is strategic marketing planning executed in alliance (that takes form of mono product jointed venture)but not in classical SME?
May be you can advice some literature that might be helpful to catch this difference?


ANNA,
THE  PLACE,  WHERE YOU CAN GET  A  LOT  OF  MATERIALS   IS
AMERICAN MARKETING  ASSOCIATION
WHERE  THERE  ARE  A  NUMBER  OF  IT/TELECOMMUNICATION  HAVE  ALLIANCES.

I  HAVE  LISTED   BELOW  ONE  EXAMPLE.



Initial Situation
In the IT and telecommunication industries an increasing amount of alliances are formed in order to offer complimentary solutions to joint customers and to mutually develop the business. Typically the partners of the strategic alliances assign marketing representatives whose task it is to go to market with joint initiatives after defining the best comprehensive solutions together with the alliance partner.

A GP+S client, an IT infrastructure manufacturer has a strategic partnership with an enterprise software manufacturer. The alliance marketing of the infrastructure supplier, which has limited marketing resources, was searching for external help for marketing planning and campaign execution. For joint campaigns, where nonetheless the alliance partners have different objectives and interests, it is very valuable to have an external mediator and marketing expert from one source like GP+S enabling a fast and efficient planning and campaign execution. And it was important to the client that GP+S had not only the required IT marketing expertise but also in-depth know how regarding enterprise software.
GP+S support in the project
Execution of an extensive market and competitor analysis of the enterprise software market
Development of a joint strategic marketing planning and business plan
Development of a joint value proposition and messaging in selected product areas
Joint marketing initiatives and campaigns to generate leads: e-marketing, direct mailings, telemarketing and events
Development of joint sales tools to enhance the collaboration of the two direct sales forces and system integrators
Development of joint reference cases and initiation of professional articles
Development of joint sales literature: whitepapers and brochures

  Execute an integrated marketing strategy and plan, with and for Global Alliance Partners.- Both vertical and horizontal solutions- representing joint offerings and services in the port
  Execute and contribute to the development of a strategy that enhances the visibility of Infosys as a respected global leader for solutions, products, and services. Execute a plan through immersive thought leadership, and extensive and creative use of marketing channels
  Establish excellent relationships with alliance marketing leaders & teams and establish a solid and strategic marketing execution plan that will allow a better understanding of Infosys offerings
  Play a supporting role in driving the alignment of business plans and marketing plans to enable Alliance revenue growth.
  Develop and roll out creative sales tools and sales/solution content pieces to field sales teams about the practice and our proposition, supported with internal communications strategy that shares external marketing efforts and successes.
  Manage specific events and campaigns, in collaboration with business units across Infosys

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Leo Lingham

Expertise

I can answer questions on marketing, marketing planning, product management, advertising, sales promotions, sales planning, merchandising, direct marketing, and sales management.

Experience

18 YEARS WORKING MANAGEMENT EXPERIENCE IN BUSINESS PLANNING,
STRATEGIC PLANNING, MARKETING, SALES MANAGEMENT, AND ORGANIZATION DEVELOPMENT.

PLUS

24 YEARS OF MANAGEMENT CONSULTING IN STRATEGIC PLANNING,
BUSINESS PLANNING, PRODUCT MANAGEMENT, MANAGEMENT TRAINING,
AND BUSINESS COACHING.

MASTERS IN SCIENCE

MASTERS IN BUSINESS ADMINSTRATION.

Organizations
PRINCIPAL--BESTBUSICON PTY LTD

MANAGEMENT CONSULTING SERVICES.

Education/Credentials
MASTERS IN SCIENCE

MASTERS IN BUSINESS ADMINSTRATION

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