Table of Content

• Executive Summary
• Company Profile
• Market Segmentation & Targeting
• Situation and Company Analysis
• Ethics and Social Responsibility
• Marketing Information and Research
• Customer Decision-Making Profile
• Positioning and Differentiation
• Branding
• Marketing Mix (4Ps)
  • Product Strategy
  • Pricing Strategy
  • Place: Distribution Strategy
  • Promotion: Integrated Marketing Communications Strategy
• Budget
• Action Plan
• Risk Factors
• References
• Attributions

Executive Summary

Company Description

CyberGuard Solutions provides complete security solutions to enterprises worldwide. As firms struggle to protect their digital assets and sensitive data and comply with regulations, CyberGuard Solutions offers cybersecurity services and products.

Target Segment

The target market comprises large organizations and SMEs in banking, healthcare, retail, and IT. These companies know how important internet security is and want to give stable solutions for their ever-changing e-platforms 

Competitive Advantage

CyberGuard Solutions stands apart from other cybersecurity organizations with its advanced threat detection engines, durable security architecture, and top-notch team. Our proactive cybersecurity and customized solutions set us apart. 

Positioning Statement

CyberGuard Solutions is the most reliable provider of cyber threat protection for businesses seeking strong cybersecurity. We use cutting-edge technology to help organizations maintain business continuity and secure digital assets in this dynamic threat landscape. 

Marketing Plan Objectives

• Increase market penetration by 15% in the next fiscal year through focused campaigns and strategic alliances.
• Launch a thorough digital marketing plan, including social media advertising and content marketing to boost brand awareness.
• Expand our product line and introduce industry-specific cyber-security solutions to improve sales by 20%. 
• Implement customer satisfaction and personalized client interaction techniques to increase customer loyalty and retention.

Company Profile

• Company Name: CyberGuard Solutions
• Industry: Cybersecurity
• Headquarters: CyberGuard Solutions is headquartered in the bustling tech hub of Washington, DC.
• Year Founded: Established in 2015, CyberGuard Solutions has swiftly emerged as a prominent player in the cybersecurity sector.
• Number of Employees: Currently boasting a workforce of 150 dedicated professionals, CyberGuard Solutions is driven by a team of experts committed to ensuring digital safety.
• Annual Revenue (Estimated): With an estimated annual revenue of $20 million, CyberGuard Solutions demonstrates consistent growth and financial stability in the competitive cybersecurity market.
• Major Products/Services: Specializing in advanced threat detection and network security solutions, CyberGuard Solutions offers a comprehensive suite of products and services designed to protect organizations from evolving cyber threats.
• Target Customers: CyberGuard Solutions caters primarily to enterprises and government agencies, providing tailored cybersecurity solutions to meet the diverse needs of large-scale organizations.
• Distribution Channel(s): CyberGuard Solutions utilizes both direct sales and strategic partnerships to distribute its products and services effectively. Through direct sales channels, the company engages directly with clients to understand their unique security requirements and deliver customized solutions. Additionally, strategic partnerships with technology integrators and cybersecurity resellers expand CyberGuard Solutions' reach into new markets and enhance its market presence.
• Key Competitors: In the fiercely competitive cybersecurity landscape, CyberGuard Solutions faces competition from established industry players such as Symantec and Palo Alto Networks. These competitors offer a range of cybersecurity solutions and have established strong brand recognition and market presence.
• Website: Still under development but will be available at www.cyberguardsolutions.com.

Market Segmentation & Targeting

• What problem does your product or service solve?

Today's digital world has an exponential growth of sophisticated cyber threats, necessitating effective cybersecurity solutions. This means corporations and organizations may jeopardize confidential information, patents, and other intellectual properties and operations. To address these concerns, the company has developed advanced threat detection systems, network security solutions, and incident response capabilities to protect its customers' digital assets and allow them to conduct business safely (Kurniawan et al., 2020).

• Describe the total market for your solution: Who are potential customers?

Any organization that uses digital technology and data may buy cybersecurity products and services from anywhere.

• What are the key segments within this market?

Industrial verticals, organization size, and security needs divide the cybersecurity business. Some notable ones are listed below:

1. The Enterprise Sector refers to huge enterprises or international institutions with complicated network infrastructure and significant security needs.
2. Government agencies, including federal, state, and local, require strong protection for their essential infrastructures and sensitive data.
3. SMEs: Smaller firms or start-ups seeking affordable cyber-security solutions that align with budget and operational scalability

• Which segment does this marketing plan focus on, and why? Why do you believe this segment will offer growth and profit opportunities?

This marketing plan targets SMEs due to their growth and profitability. They are less equipped to deploy comprehensive cybersecurity measures, making them more vulnerable to hacker attacks than larger organizations. CyberGuard Solutions may target SMEs to deliver customized cybersecurity solutions and gain market share. CyberGuard Solutions can improve its client base and revenue by targeting small and medium-sized firms as more businesses adopt digital operations.

Situation and Company Analysis

Economic Environment

CyberGuard operates in a dynamic economic environment with inflation rates that may cause uncertainty about future economic conditions but moderate growth rates due to increased customer confidence. Labor competition may challenge the company's ability to attract skilled workers, among others. 

Technical Environment

Technology advances bring both opportunities and challenges for CyberGuard. To avoid being outpaced by events, the organization must stay abreast of industry developments. Artificial intelligence, pervasive computing, and IoT advances can create new markets, change user behavior, and increase competitive pressure. Before maximizing the use of emerging technology, it should adapt its offerings to new customer needs.

Industry Environment

Rising cyber-attacks and digitization in various sectors have driven steady growth in the cybersecurity market space. While this presents many growth opportunities, it also attracts new players, intensifying competition. CyberGuard must constantly renew itself through differentiation strategies and selective adaptation.

Competitive Environment

CyberGuard competes with existing cybersecurity companies and other start-ups with new ideas for this field. Large companies with strong brands and vast product portfolios and smaller cybersecurity enterprises are key rivals. Their strengths include advanced threat detection systems and cyber safety packages. CyberGuard's flexibility, customer focus, and customized cybersecurity solutions set it apart.

Political Environment

When a nation's political system is stable, businesses can continue to operate, but regulations can raise costs and entry barriers. CyberGuard must understand and navigate these regulations to ensure compliance and mitigate political risks.

SWOT Analysis

Strengths	Weaknesses
Strong brand presence Unique products and services Customer-centric approach Agility in adapting to market trends	Limited resources for marketing activities Lack of distinctive offerings in certain segments Current products may not fully satisfy customer needs
Opportunities	Threats
Emerging target markets Collaborative opportunities with competitors Increasing market demand Global expansion opportunities	Intense competition from established and emerging firms Rapid technological advancements and market disruptions Regulatory changes impacting industry practices Economic uncertainties affecting consumer spending

Mission, Objectives & Goals

Mission: To empower businesses with innovative cybersecurity solutions to protect their digital assets and be resilient in today's connected environment.

Objectives

1. Expand into new verticals and regions to expand market share.
2. Enhance product portfolio to meet client needs and cybersecurity risks.
3. Develop strategic relationships and thought leadership to boost brand and market reputation.

Marketing Goals

• Increase market share by 15% in the SME segment in the next fiscal year.
• Boost revenue by 20% annually through new product launches and expansions.
• Increase brand visibility and consumer engagement by 25% through targeted marketing and social media efforts.

Ethics and Social Responsibility

Current Status

Businesses today must address ethics and social responsibility. CyberGuard values CSR and sustainable business practices. The corporation supports social responsibility and ethics through many activities.

CyberGuard has community engagement programs. Employees volunteer for education programs, environmental clean-up initiatives, and fundraising events to support local charity work. In addition, CyberGuard has implemented a code of conduct, anti-corruption rules, and whistleblower protection systems to promote transparency and accountability in the organization.

Cyberguard also cares about the environment. It reduces carbon footprints to reduce environmental effects. This includes office and facility energy efficiency upgrades, trash reduction/recovery programs, and daily environmentally friendly operational methods.

Recommendations

1. Transparency and Reporting: CyberGuard must increase transparency in its daily operations and stakeholder communications. This requires clear and comprehensive reporting on CSR initiatives and firm ESG performance. CSR audits can uncover areas for development and illustrate the company's openness and accountability.
2. Engaging stakeholders, including employees, customers, suppliers, and local communities, builds trust and meaningful relationships between companies and their stakeholders. CyberGuard should provide venues for two-way communication with these parties so they can offer comments, address problems, or participate in CSR program decisions. Town hall meetings, surveys, and advisory panels with varied members are examples.
3. Staff Development: CyberGuard's CSR pillar should focus on staff development and welfare. This involves staff training and professional development, work-life balance, fair pay, and suitable benefits for all employees. CyberGuard will attract top talent and demonstrate corporate social responsibility by assuring employee satisfaction.
4. Adoption of Sustainable Practices: Cyberguard must adopt and mainstream sustainable business practices across all operations to promote environmental sustainability. To promote this cause, the company should deploy renewable energy sources, reduce waste and emissions, source resources sustainably, and invest in green technologies. Cyberguard should also collaborate with suppliers and partners with similar sustainability goals to promote sustainability across the value chain.
5. CyberGuard should boost community engagement and philanthropy to benefit beyond its corporate operations. It may involve supporting local community groups, education institutions, and non-profits that share the firm's beliefs. By contributing to local communities, CyberGuard can improve its social responsibility image.

These recommendations can help CyberGuard increase company reputation, stakeholder trust, and social good by reinforcing ethics, social responsibility, and sustainability.

Marketing Information and Research

Research Question

What are the key factors influencing customer satisfaction and loyalty in the cybersecurity industry?

Information Needed

CyberGuard needs many pieces of information to solve this problem and improve client happiness and loyalty:

1. Customer Feedback: Asking customers about CyberGuard products/services is crucial. This covers satisfaction, perceived value, growth opportunities, and reasons they stay.
2. Competitive Analysis: Comparing competitors' services, customer satisfaction, and loyalty programs to industry standards can be useful. The data can help CyberGuard stand out in terms of client satisfaction and loyalty (Smith & Rupp, 2002).
3. Monitor changes in regulatory requirements, new cybersecurity threats, or the need for specific product features or services to stay informed about market trends like emerging technologies that are affecting consumer cybersecurity preferences.
4. Internal Data Analysis: Analyzing internal data like sales volumes, customer retention rates, and ticket resolution rates to understand customer behavior patterns can help an organization improve its customer service.

Research Recommendations

CyberGuard should consider the following research guidelines while gathering data and insights:

1. Customer Surveys: Structured surveys of current customers to assess satisfaction, identify issues, and gather input on CyberGuard's products and services. Their distribution can be done online or through customer portals that simplify data collecting and analysis.
2. Focus Groups: Interactive discussions with specific groups of customers who have used CyberGuard's products and their experiences, perceptions, and preferences allow industry players to gather qualitative data in addition to quantitative ones.
3. Competitor Analysis: Gathering secondary sources on competitors' offerings, consumer reviews, market position, and performance ratings via review platforms and online boards will help determine how badly CyberGuard is doing compared to competitors.
4. Internal Data Analysis: Extracting significant trends and ideas (actionable insights) from CRM systems, sales databases, and customer support logs; predictive modeling and customer segmentation are advanced analytic techniques that help identify patterns in data that can inform strategic decision-making in an organization like this one.
5. Reviewing industry data, market studies, and trend assessments from reputable sources to understand the dynamic market, customer preferences, and changing prospects. This research method can help the primary one by offering a decision-making context.

To acquire thorough insights, the company can use primary and secondary research methodologies. Surveys and focus groups allow direct client contact and qualitative feedback to help identify consumer satisfaction and loyalty factors. Secondary research approaches like competition analysis and industry publications provide context and benchmarking data for strategic decision-making. CyberGuard may use many perspectives and sources of information to solve its study challenge and design educated cybersecurity customer happiness and loyalty strategies.

Customer Decision-Making Profile

Identifying the Customer and Problem

CyberGuard's target segment's first decision-maker is usually the CISO or other cybersecurity executive. These are usually IT specialists who know cyber risks well. They buy technology for security, dependability, and scalability. When buying, CISOs examine peer recommendations, industry best practices, product evaluations, and ROI calculations. Therefore, these corporate executives face one crucial difficulty that CyberGuard's technologies can solve: avoiding advanced cyber-attacks while complying with regulations and ensuring business continuity. They aim to protect sensitive data, particularly intellectual property rights, against cyberattacks. The company provides advanced threat detection, incident response, and risk mitigation solutions to address these issues.

Factors Influencing Customer Decisions

1. Geographic Characteristics: CyberGuard targets metropolitan enterprises, technology clusters, and financial institutions. Since companies operate globally, they need security solutions like CyberGuard that can adapt to different countries and regulations (Aon, 2017).
2. Personal and Demographic Characteristics: CISOs and cybersecurity decision-makers are 35–55 years old and have computer science, IT, or cybersecurity degrees. Most of them are computer sector veterans and senior executives.
3. Social and psychological traits: These decision-makers feel a great sense of duty to protect their organizations’ assets and reputation from cyberattacks. They consider supplier innovation, quality assurance, and credibility when buying cybersecurity products. Industry leaders' recommendations, credentials, and content affect their brand preferences.

Reaching the Customer

This overview suggests two marketing strategies for reaching target customers:

1. Thought Leadership Content: Creating high-quality whitepapers, case studies, and webinars on cybersecurity trends and industry best practices. This should increase CyberGuard's credibility among CISOs who seek information before acquiring products.
2. Industry Events and Conferences: CyberGuard's participation in cybersecurity-related industrial events, conferences, and trade fairs allows the company to directly interact with top decision-makers, exhibit their products and skills, and network with potential customers. These events usually feature product demos and one-on-one conversations between suppliers and buyers to generate leads or enhance sales turnarounds by creating relationships.

CyberGuard can engage its target segment, create expertise, and become the preferred cybersecurity partner for organizations seeking stronger and newer cyber threat solutions by using thought leadership content and industry events.

Positioning and Differentiation

Competitive Advantages

1. Advanced Threat Detection: CyberGuard's machine learning-based proprietary threat detection algorithms use behavioral analytics to detect even the most sophisticated threats in real time, unlike signature-based alternatives.
2. Endpoint security, network monitoring, cloud security, and incident response make CyberGuard an all-in-one security solution for all customers, unlike competitors who offer piecemeal solutions (Schneider & Sunyaev, 2016).
3. Scalability and Flexibility: CyberGuard's modular architecture allows it to scale smoothly for small organizations, from start-ups to large ones, without sacrificing performance or versatility, ensuring excellent protection.

Market Niche and Positioning Strategy

CyberGuard's market niche is combining advanced threat detection capabilities with comprehensive approaches to protect mid-sized enterprises and corporations across various sectors as part of its positioning as a leader in next-gen cybersecurity solutions for businesses seeking robust defense against evolving cyber threats. The firm's focus on innovative technology, such as a broad spectrum of security products with the opportunity to grow, sets it apart from other suppliers in the same market.

Positioning Statement

To mid-sized enterprises in the technology sector, CyberGuard is the only cybersecurity provider that offers advanced threat detection, comprehensive security solutions, and scalable architecture to safeguard critical assets and ensure business continuity, backed by proven expertise and industry-leading innovation.

Repositioning Considerations

CyberGuard now emphasizes advanced threat detection and complete security solutions on our website, but we may be able to reposition ourselves to get a competitive edge. Repositioning communications to verticals or industries where CyberGuard is strong or highlighting breakthroughs and partnerships that set it apart from competitors are examples. However, repositioning should include firm strategy and market circumstances.

Branding

Brand Description

We aim to develop a cybersecurity brand of trust, innovation, and reliability. Our brand is recognized as a premier cybersecurity supplier with superior threat detection and complete security solutions. Customers encounter our brand through seamless integration, personalized service, and efficient cybersecurity solutions tailored to their needs.

Brand Promise

Our brand promise is to provide businesses with the confidence to navigate the digital landscape securely. Our promise is based on unfailing protection against an ever-changing threatscape with adaptive robust cybersecurity solutions that keep key assets safe and let organizations focus on their primary goals without cyber-attacks. It also shows our dedication to meeting our customers' security demands in terms of originality, dependability, and assistance.

Brand Voice and Personality

CyberGuard is innovative, reliable, and sympathetic. Also, At CyberGuard, we are never indifferent, complacent, or dismissive.

Our brand voice blends cybersecurity knowledge with customer service. We speak clearly so that everyone can understand us, technical users or not, using empathy communication strategies to resonate with our audience's emotions by being transparent at every point, making them feel at ease about online safety issues.

Brand Positioning and Strategy

We advise focusing on thought leadership and community engagement to develop our brand and align it with our segment. We may boost our brand's credibility and cybersecurity expertise by establishing ourselves as a cybersecurity solutions provider, industry counselor, and knowledge source that offers business insights and best practices. Brand visibility can be increased through smart alliances, sponsorships, and content marketing to reach target audiences. In addition to using social media and industry gatherings for relevant discussions and knowledge to build our cybersecurity leadership. This branding approach aims to transform CyberGuard from a vendor to a trusted partner that protects organizations from cyber risks, retaining and promoting customer loyalty.

Marketing Mix (4Ps)

Product Strategy

We sell cloud-based small business project management software. The product is in the growth stage of its life cycle and is gaining market acceptance. We suggest these changes to better serve our target market: 

• Quality & Consistency: Reliable software performance and user experience are achieved by regular upgrades and bug patches.
• Features: Regularly assess client input and industry trends to enhance user productivity and customization choices.
• Customer Value: The software offers seamless integration with common corporate programs, powerful security features, and extensive client support.
• Competitive Edge: Communicate an easily used program's scalability and pricing advantage over rivals to the public.

Pricing Strategy

Our project management software is priced competitively in the mid-range, but we must consider customer price sensitivity, revenue targets, and perceived product value to stay competitive and profitable. The recommendations are as follows:

• Conduct market research to determine customer sensitivity to price adjustments and determine the best pricing bands to balance value and affordability.
• Conduct a break-even analysis to determine the minimal revenue required to cover fixed and variable costs and ensure profitability within a reasonable timeframe.

• Price should match product features, functionality, and benefits to effectively communicate value to customers.

Place: Distribution Strategy

Distribution approach: Our distribution approach relies on websites, third-party software markets, and affiliate agreements. We missed possibilities to broaden our service area and reach more target market. Some suggestions are:

• Additional distribution channels include strategic partnerships with business software vendors, reseller networks, and industry-specific trade fairs and conferences.
• Established actual retail outlets in key cities for demos, training workshops, and personalized consultations.
• Geographic Expansion: Expanding into unexplored markets with global demand through project management solutions.

Promotion: Integrated Marketing Communications Strategy

Approach

Our goal is to increase brand awareness among SMEs seeking efficient project management solutions and generate leads using a multi-channel marketing campaign that combines digital marketing, content marketing, and targeted promotions.

Target audience: SMEs in diverse industries 

Goal

Audience: Small and medium-sized enterprises (SMEs) in various industries

Goal: Increase software trials by 30% within six months

Call to action: Start your free trial today!

Messages

1. Primary Message: Our project management software improves SME workflows, collaboration, and efficiency.
2. Message Pillars:
1. A user-friendly interface ensures easy navigation and quick adoption
2. Collaboration Tools: Integrated communication for real-time work management and collaboration.
3. The system is scalable and can expand with your business, from start-up to corporate.

Proof of Points: Customer testimonials, success stories, demo videos showcasing important features

Call to Action: Start your free trial today to see the difference!

Promotional Mix and IMC Tools

• Digital Marketing

Utilize digital marketing to boost website traffic and software testing sign-ups through targeted advertising, email campaigns, and SEO.

• Content Marketing

Inform potential consumers on modern project management principles through interesting blog articles, whitepapers, and video courses.

• Product Promotion

Promote sales by offering limited discounts, referral incentives, or unique extras to new software customers to boost reaction.

Sales Alignment

This campaign prioritizes "generate leads" and "build relationships/discover needs" sales stages. Promotional activities build awareness and interest, allowing salespeople to engage prospects, understand their needs, and help them make decisions.

Measurement (KPIs - Key Performance Indicators)

1. Software trial enrollments
2. Trial-to-paid membership conversion rate
3. Website traffic/engagement metrics (e.g., unique visitors vs bounce rate vs time spent)
4. Email open/click-through rates
5. Social media engagement (likes, shares, comments)
6. CPA and ROI of marketing spend.

Budget 

Item	Purpose	Cost Estimate
Digital Advertising	Increase brand awareness and drive website traffic	$5,000
Email Marketing	Generate leads and nurture prospects	$2,500
Content Creation	Develop blog posts, whitepapers, and video tutorials	$3,000
Social Media Management	Engage with the audience and promote content	$1,500
Design Services	Create visual assets for marketing collateral	$2,000
Public Relations	Press releases and media outreach	$1,500
Event Sponsorship	Participate in industry conferences and trade shows	$4,000
Marketing Software	Subscription for marketing automation and analytics tools	$3,000
Total Marketing Budget		$22,500

Estimated campaign impact: 15% sales growth

Action Plan

Timing	Activity Type	Brief Description	Audience	Owner
April 22, 2024	Website Update	Add new key messages that fit the repositioning strategy	Tech company hiring managers	Jim Hill
April 23, 2024	Digital Advertising	Launch targeted ad campaigns on Google and social media	Prospective customers	Marketing Team
April 25, 2024	Email Marketing	Create email templates for lead nurturing sequence	Leads database	Marketing Team
April 27, 2024	Content Creation	Develop a blog post series on project management tips	SMEs interested in project management	Content Team
April 29, 2024	Social Media Management	Schedule posts highlighting product features and customer testimonials	Followers and fans	Social Media Manager
May 2, 2024	Design Services	Design infographics and visuals for blog posts and social media	Marketing materials	Design Team
May 4, 2024	Public Relations	Draft press release announcing product updates	Industry publications and media outlets	PR Manager
May 6, 2024	Event Sponsorship	Secure booth space and prepare marketing materials for upcoming trade show	Attendees and industry professionals	Event Coordinator
May 8, 2024	Marketing Software	Set up marketing automation workflows and configure analytics dashboards	Marketing Team	Marketing Manager

Launch Date: May 10, 2024

Risk Factors

Potential hazards must be identified to keep a firm going. This requires contingency and risk management procedures in the marketing plan. These are some SWOT analysis risk mitigation steps.

1. If the corporation sees weak brand presence as a concern, it must invest in branding. This could comprise a brand awareness campaign on social media, digital advertising, or content marketing. By improving its brand awareness and appearance, the company may avoid being dominated by competitors with stronger brand identities.
2. Social networking, email, and content development are economical marketing options if resources are limited. Alternative, strategic collaborations with complementary businesses can increase resources and capabilities.
3. To respond to demand changes, the firm must constantly analyze market demand. Being agile and flexible allows marketers to swiftly modify product prices or features based on client needs. Market research and client feedback will inform them of these market shifts.
4. In fierce competition, organizations can differentiate themselves via unique value propositions and niche markets. This could involve enhancing product features, customer service, or entering new markets. Monitoring competitors' activity is also crucial for planning for competitive risks.
5. In heavily regulated businesses, regulatory changes can be dangerous. To reduce risks, the organization should comprehend the rules and regulations that affect its operations. Legal guidance may assist the organization in complying with and staying within its legal frameworks. They could also anticipate non-compliance by having close ties to regulatory agencies.
6. Global economic and geopolitical events might affect corporate operations. The business can reduce its economic risk by diversifying its customer base and geographical presence. Maintaining financial reserves and cutting costs during economic downturns can also help.
7. Material shortages and transportation delays can interrupt production schedules and customer satisfaction. Contingency preparations include finding alternate suppliers, retaining buffer inventory, and establishing robust logistics techniques that can assist avert supply chain interruptions. Good supplier relations reduce uncertainty when purchasing through them and eliminate supply chain problems.
8. Data breaches, virus assaults, and ransomware occurrences are major cybersecurity concerns in the digital era. The organization must invest in firewalls, encryption, and cyber best practices training to mitigate these threats. The organization should do regular security audits and proactive IT system monitoring to detect and prevent intrusions.

Businesses should have systems to identify and assess risks that could derail their marketing goals. Firms must also consider external issues like competition and industry-specific legislation.

References

Aon. (2017). Global cyber market overview: Uncovering the hidden opportunities. Aon Inpoint. https://www.aon.com.au/australia/insights/reports-and-whitepapers/2017/global-cyber-market-overview-inpoint-report.pdf

Kurniawan, G. W., Basbeth, F., Leonnard Ong, S. E., & Comm, M. (2020). Marketing Budgeting, Marketing Activities, and Distributor Loyalty: the Mediating Effect of Brand Equity. In Conference Series (Vol. 3, No. 1, pp. 722-737).

Schneider, S., & Sunyaev, A. (2016). Determinant factors of cloud-sourcing decisions: reflecting on the IT outsourcing literature in the era of cloud computing. Journal of Information Technology, 31, 1-31.

Smith, A. D., & Rupp, W. T. (2002). Communication and loyalty among knowledge workers: a resource of the firm theory view. Journal of Knowledge Management, 6(3), 250-261.

Attributions

CC LICENSED CONTENT, SHARED PREVIOUSLY

Flinders Business School Marketing Plan Template. Authored by David Medlow-Smith. Located at: https://archive.org/details/FlindersBusinessSchoolMarketingPlan2.. License: CC BY-SA 

ORIGINAL CONTENT

SWOT and Integrated Marketing Communications Templates. Authored by Melissa Barker. License: CC BY: Attribution 

Revision and adaptation. Authored by Lumen Learning. License: CC BY-SA