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Marketing,that works in India by Y Moorthi

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2

Tactics

In the first section, we discussed strategy. Tactics, as opposed to strategy, talks about the present. Strategy is about thinking while tactics is about acting. Strategy is the 30,000-feet view. Tactics is about what to do on the ground. We will discuss the where, when, how, who, what, why and the categories in which the influencer is more important than the buyer.

2.1 IN SOME CATEGORIES THE INFLUENCER IS MORE IMPORTANT THAN THE BUYER

You will be surprised to know that in many categories we cede decision-making power to others. Do you decide the brand of cement with which your house is to be constructed? Not always. The contractor who builds the colony takes the decision. For independent houses built in India, the mason probably takes ...

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