June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Developing the Strategy
Because the processes involved in developing a sound marketing strategy were covered in detail previously in this chapter, this section contains only a brief mention of strategy in relation to the G-STIC framework. The strategy denotes the value that the company intends to create in a particular market and includes the company’s target market and its value proposition for this market.
The target market in which the company aims to create value is defined by five factors: customers whose needs will be fulfilled by the offering, competitors whose offerings aim to fulfill the same needs of the same target customers, collaborators that help the company meet the needs of target customers, the company managing the offering, ...
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I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.