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Repaying tobacco road: Creating the first tobacco-free generation in North Carolina

机译：偿还烟草之路：创造北卡罗来纳州第一代无烟一代

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t's no secret that marketing professionals play a critical role in developing sound strategy for organizations. From market research to comprehensive environmental assessments, competitive analyses to outside-in thinking, marketing leaders will always be central to creating strategic plans. Yet there is an even more important role for marketing in strategy management: the alignment of all employees to the strategic plan. Marketers play a key role in aligning employees with the overall brand positions and ensuring that the patient experience is the fulfillment of the brand promise. Companies spend significant resources on internal communications, and this critical function often falls within the marketing department's responsibilities, as it should. However, aligning internal stakeholders with the mission, vision, values and brand promise is not enough. Employees want to know where their organization is going, why and, perhaps most importantly, what their role in adding to its future value is. Mission statements articulate why our organizations exist. Vision statements tell us where we are going and strategies tell us how we plan on arriving there. Marketers can distill the strategic path to an easy-to-remember elevator speech, which should be thoroughly communicated to everyone. Remember: There really are no secrets, just exquisite execution. Or not.
机译：市场营销专业人士在制定组织合理策略方面起着至关重要的作用，这已不是什么秘密。从市场研究到全面的环境评估，从竞争分析到外部思考，营销主管将始终是制定战略计划的核心。然而，营销在战略管理中还有一个更为重要的角色：使所有员工与战略计划保持一致。营销人员在使员工与整体品牌职位保持一致并确保患者体验是品牌承诺的实现方面发挥着关键作用。公司在内部通信上花费了大量资源，而这一关键功能通常应属于营销部门的职责。但是，仅使内部利益相关者与使命，愿景，价值观和品牌承诺保持一致是不够的。员工想知道组织的发展方向，原因，以及也许最重要的是，他们在增加组织的未来价值中所扮演的角色。任务说明阐明了我们组织存在的原因。愿景声明告诉我们我们要去哪里，策略告诉我们我们如何计划到达那里。营销人员可以将战略路径提炼成易于记忆的电梯演讲，并应与所有人彻底交流。切记：确实没有秘密，只有精湛的执行力。或不。

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