ELEVEN

Four Principles of Marketing Strategy

ALL BUSINESS strategy is marketing strategy. Your ability to attract qualified prospects determines your success in business. You are responsible for making the critical strategic decisions for your business, especially in these four areas.

Specialization

This is the product, service, customer, market, or area of technology where you focus all your efforts. This becomes the “driving force” of your marketing, sales, and business activities.

You can specialize in a particular product and concentrate on offering something of unique added value in that product category that is better, faster, cheaper, and superior to that of your competitors.

In the same vein, you can have a service-driven focus on specialization. ...

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