The Essence of Marketing Strategy: Targeting, Differentiating and Positioning

摘要

I've talked about the fact that marketing is a process, made up of four key parts which include marketing intelligence, marketing strategy, marketing programs and marketing management. I've outlined market intelligence as a process of information gathering. The insight resulting from knowledge, analysis and learning is the foundation for making choices that are geared to one thing—winning. Insight is understanding the forces driving the marketplace better than your competitors and using it to identify both opportunities and threats.