Principles of Marketing, 17/e

Marketing Strategy and the Marketing Mix

Author Comment

Now that we’ve set the context in terms of ­company-wide strategy, it’s time to ­discuss customer value–driven ­marketing strategies and programs.

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

Figure 2.4

Managing Marketing Strategies and the Marketing Mix

Figure 2.4 Full Alternative Text

Consumers are in ...