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  • July 1989 (Revised November 1992)
  • Background Note
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Marketing Strategy Formulation

  • Format:Print
  • | Language:English
  • | Pages:21
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Abstract

Identifies the elements of marketing strategy and introduces frameworks for strategic marketing decisions. The frameworks deal with market definition and selection, positioning and differentiation, and market entry/exit decisions. Other topics discussed include selecting and articulating the marketing vision and values, anticipating and responding to competitors' marketing strategies, and determining the appropriate degrees of flexibility and focus in marketing strategy formulation.

Keywords

Marketing Strategy; Decision Choices and Conditions

Citation

Drumwright, Minette E., and Thomas J. Kosnik. "Marketing Strategy Formulation." Harvard Business School Background Note 590-001, July 1989. (Revised November 1992.)
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