Marketing For Dummies, 4th Edition

Chapter 2

Strengthening Your Marketing Strategy

In This Chapter

Taking advantage of market growth and targeting specific customer groups

Competing to grow your market share

Positioning your brand in consumers’ minds

Adjusting your approach as the market matures

Sharing your strategic vision

When I teach workshops on marketing, I find that most of my participants don’t know what a marketing strategy is. If most people don’t know what marketing strategies are, how important can they be? Very important, actually. A marketing strategy is a way to achieve success. There are only a dozen or so main ways to achieve success in marketing.

In this chapter, I explain what the different marketing strategies are and help you select the right one for your business or project. I also show you how to use strategic thinking to make your marketing program more effective and profitable than most.

Finding and Riding a Growth Wave

The simplest and most reliable marketing strategy you can adapt for your ...