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Strategic planning for the internal marketing and communication of facilities management

Strategic planning for the internal marketing and communication of facilities management For facility professionals, it is critical to sell a vision of facilities stewardship at every opportunity. This paper is intended to help professionals assess their current internal marketing activities and provide direction on the development and execution of an effective marketing plan. For those who already have a plan, this paper may help inject new life into it. The marketing cycle and tools will be reviewed, examples of marketing objectives will be provided, and then ways of creating and managing a successful programme will be reviewed. The objective here is to help facility managers learn how to: (1) evaluate the current business environment and create a strategic plan; (2) create a marketing plan to support the business strategic plan; and (3) execute the implementation plan for the marketing strategy. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Facilities Management Emerald Publishing

Strategic planning for the internal marketing and communication of facilities management

Journal of Facilities Management , Volume 1 (3): 10 – Jul 1, 2002

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Publisher
Emerald Publishing
Copyright
Copyright © 2002 MCB UP Ltd. All rights reserved.
ISSN
1472-5967
DOI
10.1108/14725960310808015
Publisher site
See Article on Publisher Site

Abstract

For facility professionals, it is critical to sell a vision of facilities stewardship at every opportunity. This paper is intended to help professionals assess their current internal marketing activities and provide direction on the development and execution of an effective marketing plan. For those who already have a plan, this paper may help inject new life into it. The marketing cycle and tools will be reviewed, examples of marketing objectives will be provided, and then ways of creating and managing a successful programme will be reviewed. The objective here is to help facility managers learn how to: (1) evaluate the current business environment and create a strategic plan; (2) create a marketing plan to support the business strategic plan; and (3) execute the implementation plan for the marketing strategy.

Journal

Journal of Facilities ManagementEmerald Publishing

Published: Jul 1, 2002

Keywords: Vision; Strategic; Marketing communication; Transition management

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