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The Ultimate Guide to Strategic Marketing: Real World Methods for Developing Successful, Long-term Marketing Plans by Robert Hamper

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7Marketing Strategy Selection

Introduction

Developing marketing strategies begins the action part of your marketing plan—how to get the job done. While objectives establish the desired end results, strategies outline the specific marketing approaches to be taken to achieve those results.

The strategies you select should take into account the life-cycle stage of your products; the marketing mix of product, price, promotion, and place (distribution); and such concerns as customer service and packaging. The balancing and creative implementation of these strategies will determine the effectiveness of your marketing plan.

At the same time, you should consider alternative strategies and develop contingency plans for achieving your objectives. Every ...

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