Marketing Strategy Formulation
Marketing Strategy Formulation

Summary/Abstract: As markets become ever more efficient and competitive it is easy for businesses to loose client-oriented approach in favour of attaining other objectives. Innovations in products, communication channels and distribution networks are rapidly changing established markets and creating new ones. Companies need to respond to those changes and create own initiatives to be identified by conscious and well-informed buyers. The access to Internet, social and digital media as well as global distribution networks provide customers with unprecedented access to information. Marketing strategies are not only necessary but need to evolve to match innovations in various forms. The purpose of this article is to present and discuss recent advances in marketing strategy theory in the light of established methods.

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