Marketing Strategy and the Marketing Mix

The strategic plan defines the company’s overall mission and objectives. Marketing’s role is shown in A green circle icon. Figure 2.4, which summarizes the major activities involved in managing a customer-driven marketing strategy and the marketing mix.

A green circle icon. Figure 2.4

Managing Marketing Strategies and the Marketing Mix

Consumers are in ...

Get Principles of Marketing, 17/e now with the O’Reilly learning platform.

O’Reilly members experience live online training, plus books, videos, and digital content from nearly 200 publishers.