Defining the Marketing Strategy

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This introductory note defines the main elements involved in developing a marketing strategy. First, the various market actors are introduced, and two key analyses for understanding supply and demand - the value proposition and customer segmentation- are identified. Second, the two dimensions that determine choice of market - the target customer and positioning - are presented. Finally, the main components of operational decisions at the commercial level - the design of the offer and the go-to-market (GTM) strategy - are considered.
Bibliographic citation: GONZÁLEZ, J. (2021). Defining the Marketing Strategy. IESE, MN-410-E.
Date: 01/04/2021
Author(s): Jorge González
Document type: Technical Note
Department: Marketing
Languages: English
Learning objective Introductory Note for marketing classes.