6. Managing CVA®
CVA® should be the focus of all marketing strategies. Successful marketing strategies manage CVA® effectively over time. This chapter examines the process of developing marketing strategy—including targeting and positioning—to manage CVA® to maximum effect.
Marketing Strategy Versus Marketing Tactics
Unfortunately, many marketing strategies seem focused on tactics to the detriment of strategic thinking. Arguably, the two components of a marketing plan that reflect strategic thinking are the choice of target market and the determination of the positioning of the product or service. The author has been asked by many companies—all well-known—to review their marketing plans. Approximately 50 percent of those marketing ...
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