WHAT GOES INTO A STRATEGY?
Think of marketing strategies as the highest-level organizing principle for your marketing and sales activities. When you are trying to decide if you should spend more effort on networking or publicity, for example, remember that networking is ranked as more effective. If you are wondering whether to plunk down a large sum of money for an ad special, ask first what that money would buy if you spent it on promoting yourself as a public speaker, since speaking has a higher rank than advertising.
Every strategy is made up of one or more tactics, or to put it another way, you use specific tactics to execute a chosen strategy. After the definition of each strategy in the sections below is a list of tactics you might use ...
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