In this chapter, we begin the process of developing a marketing plan by examining key issues in collecting and structuring marketing information to assist in the formulation of marketing strategies.
Read moreSituation analysis, as discussed in Chapter 3, can generate a great deal of data and information for marketing planning
Read moreIn this chapter, we begin our discussion of marketing strategy by examining customers, segments, and target markets.
Read moreWith a clearly defined target market in hand, the organization turns its attention toward developing a marketing program that will fulfill the target’s needs and wants better than the competition.
Read moreThe base definitions are out of the way.
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