December 2023
Beginner to intermediate
328 pages
9h 9m
English
Content preview from Sustainable Marketing
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Strategic foundations
The need for strategy
We have challenged many foundational concepts of marketing in this book, all, hopefully, with good reason. The one fundamental of marketing that we do wholeheartedly support, however, is the need for a strategy to sit at the heart of all marketing activities. Alarmingly it’s something that has declined over recent years and the industry lacks the muscle and respect that it used to have in the area. However, it is something that needs to come back to the forefront if marketing is to rise to its sustainable responsibilities.
Having a strategy drives prioritization and secures alignment. Not only does it help to do this across marketing’s many moving parts, it is also essential to ensure alignment ...
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