10PROMOTIONS: THE FOURTH ‘P’ OF TACTICAL MARKETING
Figure 10-1: Marketing Alignment Map
When managers say they are unsure about the returns they are receiving on marketing investments, they are often thinking specifically about their investments in promotions. Promotions include the wide range of activities associated with the more commonplace definition of marketing, such as websites, advertising, public relations and a host of other tactical efforts that I will discuss in more detail throughout this chapter.
There are four reasons non-marketing managers remain doubtful, and they are all related to how promotions are typically managed.
The first is that many managers are confused about the two functional roles of promotions. As a result, their expectations aren’t consistent with the outcomes that promotions produce. By gaining a better understanding of how promotions work, non-marketing managers will be better able to anticipate potential results.
The second is that promotions are often managed by a team within the company, and sometimes, outside the company, and managers often have limited insight into how decisions about promotions are made. It is not unusual for promotions to be delegated away from senior management. When marketing activities are selected without strategic input, this can result in a significant misalignment between promotional investments and the discipline ...