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What is Marketing Strategy
Marketing management is primarily a demand-side management. The goal is to identify and understand customers' needs and influence their intensity, timing and compostion in accordance with the strategy of the organization.

“All marketing strategy is built on STP : Segmentation, Targeting, and Positioning. A company discovers different needs and groups in the marketplace, targets those needs and groups that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the company’s distinctive offering and image.”

Philip Kotler and Kevin Lane Keller

Marketing management is primarily a demand-side management. The goal is to identify and understand customers’ or market needs and influence their intensity, timing and compostion in accordance with the global strategy of the organization.

Marketing strategy includes following phases:

The innovation should be continous, as a part of the strategic marketing management (product, production, marketing, etc.). The innovation is necessary to assess and evaluate in the context of all phases of the marketing strategy.

Related terms and methods:

Related management field:

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Last update: 16.09.2015

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