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Developing Successful Marketing Strategies by Gary W. Randazzo

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Part II

Vision and Mission Drive Strategy, Then Tactics

Having completed the situation analysis, you have identified the starting point of the strategic marketing trip. You know where you are with respect to the market, the condition of your vehicle, the resources available, and the condition of the environment in which your company will operate. The next step is to identify where you want to go as an organization and that as you lead the organization you have a guiding vision to keep you headed in the right direction.

This section of the book will focus on developing a vision and mission driven marketing strategy.

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