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You are here: Home » iNet Marketing Article Database » Marketing Pillars » The Marketing Strategy as the Essential Element

June 14, 2004

The Marketing Strategy as the Essential Element

Marketing should be built on a firm long-term marketing strategy, which is to be placed at the forefront of the company, guiding all its development activities, marketing activities, communicational activities and actions.

While specific marketing tactics are needed as well, they should be based on the long-term strategy, integrating all key marketing areas: sales, advertising and promotion, public relations, customer relationship management and complete external and internal company communications.

The strategy should especially include the following:

  • Company mission statement and vision
  • Target audiences definition and evaluation
  • Company identity
  • Purpose of marketing
  • Market evaluation
  • Business environment evaluation
  • Long-term strategic goals
  • Key competitive advantages and their further long-term development
  • Marketing models
  • Marketing process
  • External and internal communication guidelines
  • Client relationship management guidelines
  • Evaluation and role of key marketing areas (sales, advertising and promotion, public relations, customer relationship management, complete external and internal company communications)
  • Allocation of marketing resources, including the marketing budget
  • Controlling guidelines

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