Strategic Marketing: Models and Plans

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Author(s): Noel Doherty (St. John’s University, USA)and F. Victor Lu (St. John’s University, USA)
Copyright: 2012
Pages: 11
Source title: Service Science Research, Strategy and Innovation: Dynamic Knowledge Management Methods
Source Author(s)/Editor(s): N. Delener (Arcadia University, USA)
DOI: 10.4018/978-1-4666-0077-5.ch024

Keywords: Business & Management / Business Science Reference / Electronic Services & Service Science / Operations and Service Management

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Abstract

Strategies and planning tools are explained from the product and market perspective. The principal growth and sustainability strategies of market penetration, market development, product development, and diversification are explained and illustrated. The meaning and importance of segmentation, targeting, and positioning are also explained.

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