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User:Jukeboksi/Blog/Marketing: Difference between revisions
+ definition of w:Marketing strategy
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== Session 5 and 6 - Brand strategy == | == Session 5 and 6 - Brand strategy == | ||
Problem: How to create a brand strategy? | '''Problem''': How to create a brand strategy? | ||
Learning objectives: | '''Learning objectives''': | ||
:#What kind of brand strategies exist? | :#What kind of brand strategies exist? | ||
:## Examples? | :## Examples? | ||
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:## Advantages / disadvantages? | :## Advantages / disadvantages? | ||
:# What's the interrelation between a brand strategy and a brand portfolio? | :# What's the interrelation between a brand strategy and a brand portfolio? | ||
* '''[[w:Marketing strategy|Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]].<ref>Baker, Michael ''The Strategic Marketing Plan Audit'' 2008. ISBN 1-902433-99-8. p.3</ref> | |||
:::Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.<ref>Homburg, Christian; Sabine Kuester, Harley Krohmer (2009): ''Marketing Management - A Contemporary Perspective'' (1st ed.), London.</ref> ( Wikipedia ) | |||
* '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity. | * '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity. | ||