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How to Innovate in Marketing (Collection), 2/e by Tony Davila, Robert Shelton, Joan Kiddon, Larry Light, Michael Tasner, Monique Reece, Marc Epstein

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59. The Art and Science of Developing Strategy

Now you are ready to create your marketing strategies. For each marketing objective, you will create at least one marketing strategy to achieve the objective, but most likely you will develop several strategies to achieve the objective.

The following steps will guide you to create strategies that leverage everything you have learned about your market, competition, customers, and opportunities. The steps are not intended to be done sequentially—although they can be—but rather to serve as a guideline so you consider the most critical factors in strategy development. Keep in mind that strategy is an art, but it you apply science and process it will be far less risky and much easier:

1. Determine if ...

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