• Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint
Share this Page URL
Help

Chapter 8. Crafting Your Marketing Strategy > Creating a Marketing Strategy

Creating a Marketing Strategy

You have done your homework on your industry, defined your market segment, identified a consumer need, and targeted your potential customers, but all is for naught if you can't reach and convince anyone to buy your great product or service. How well you market your business ultimately determines the success or failure of your company.

note

Here's how the information in this chapter relates to the three plan types:

  • Time and resources are usually less in a startup company, so this type of plan typically doesn't consider an extensive use of an integrated digital strategy, trade show events, seminars and workshops, search engine marketing, customer loyalty programs, selling complementary products or services, sending industry newsletters, and so on. It is assumed that in a startup plan, only one person, or very few, do the selling or use manufacturer's reps.

  • Internal plans assume a company already has a digital presence and the company positioning on the Internet has been done. Existing companies already have a relationship with an advertising agency, have a customer loyalty program, do not sell complementary products or services, and do not place community elements on their website. The public relations policies are already set by the existing company and not the new division, as are relationships with trade associations.



PREVIEW

                                                                          

Not a subscriber?

Start A Free Trial


  
  • Creative Edge
  • Create BookmarkCreate Bookmark
  • Create Note or TagCreate Note or Tag
  • PrintPrint