Marketing Strategy

Marketing Strategy

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The terms marketing strategy and strategic market planning are often used interchangeably, which sometimes leads to confusion. We will use the term marketing strategy to mean the overall strategy of an organisation in relation to a particular market. In this learning guide we will explore the process of analysis and decision making which organisations go through as they define and implement their approach to that market. Marketing plans will form part of this process, in particular when it comes to implementation.

You will learn :

1. Defining strategic marketing objectives

2. Determining strategic focus

3. Defining customer targets

4. Competitor analysis

5. Differential advantage

6. Marketing mix

7. Implementation

8. Monitoring market performance

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