What is strategy as applied to marketing? It is the long-term view about a market or a product category. What is being considered long term, varies across organizations. For small organizations, 3 years might be long term. For bigger ones, a decade might be more like it. In any case, long term is not what is happening ‘today’. It is what is ‘likely’ to happen ‘tomorrow’. This is the first thing to be grasped in marketing. It is quite risky to launch a product or brand without understanding the product category, the broader meaning of the product, the deeper needs it addresses and its potential substitutes. Committing resources to a theme, product category or a product should be done only after a proper mapping of the opportunity. Enough ...

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