This chapter will focus on the steps we have discussed in the previous chapters and present a process to help the marketing strategist develop a vision and mission driven strategy and implement strategy driven tactics.
As we have said, developing a marketing strategy is similar to planning for a trip. To plan a trip, it is necessary to determine where you want to go but it is just as important to know where your trip will start. Knowing your starting point and desired destination can be described as the vision for the trip or for a marketing strategy.
The mission for the trip is more about the experience you hope to have as you complete the journey. This experience will be determined in part by the resources ...
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