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The more detailed the objective, the clearer and more focused the global marketing strategy becom For example, when a target market is selected (eg, France), the market mix comprising of price, package, and promotion, that is already in place must be evaluated to determine what parts can be standardized and what parts must be adapted to meet the target overseas market requirements...
Marketing Strategy has been specifically designed for postgraduate students to develop their ability to think strategically and to plan and implement effective marketing strategi Emphasis is placed upon market definition and analysis, segmentation, competitor analysis, targeting, and the strategic decisions involved in organizational structure and design...
Figure 15-1 Communications and the Services Marketing Triangle Internal Marketing Vertical Communications Horizontal Communications Interactive Marketing Personal Selling Customer Service Center Service Encounters Servicescapes External Marketing Communication Advertising Sales Promotion Public Relations Direct Marketing Company Customers Employees Source: Parts of ,...
Steps to building a sales and marketing strategy Designed for companies with a centralised marketing function and active sales teams, Australian Business Consulting & Solutions will create a cohesive sales and marketing plan using the following approach Step 1: business objectives...
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