Chapter 17
Developing a Marketing Strategy
IN THIS CHAPTER
Understanding product/service adoption patterns
Developing a marketing plan
Using technology, the Internet, and customer feedback to develop your strategy
Considering customer acquisition costs
Building relationships with customers
The traditional role of marketing as the primary conduit to the customer has radically changed. Because technology has provided many more ways to reach customers, marketing is no longer an activity isolated in one department of a business; on the contrary, you find aspects of marketing in every functional area of the business, from research and development to operations and finance. This change came about because companies now increasingly understand the value of being completely customer focused.
Training everyone within an organization to listen to the customer puts the company in a stronger position to serve their customers. Customers are the best source of information for the most appropriate ...
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