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Reference no. 9-590-001
Subject category: Marketing
Authors: Minette E Drumwright (University of Texas at Austin); Thomas Kosnik (School of Engineering, Stanford University)
Published by: Harvard Business Publishing
Originally published in: 1989
Version: 16 November 1992
Length: 21 pages
Topics: Market definition; Market segmentation; Market selection; Marketing strategy; Strategy formulation
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Abstract

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include selecting and articulating the marketing vision and values, anticipating and responding to competitors'' marketing strategies, and determining the appropriate degrees of flexibility and focus in marketing strategy formulation.
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Abstract

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include selecting and articulating the marketing vision and values, anticipating and responding to competitors'' marketing strategies, and determining the appropriate degrees of flexibility and focus in marketing strategy formulation.

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Sorry, this product has no related items.