Literature review on marketing strategy pdf

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In marketing and sales, marketing collateral is sometimes considered the collection of media used to support the sales of a product or service. Historically, the term “collateral” specifically referred to literature review on marketing strategy pdf or sell sheets developed as sales support tools.


These sales aids are intended to make the sales effort easier and more effective. The brand of the company usually presents itself by way of its collateral to enhance its brand through a consistent message and other media, and must use a balance of information, promotional content, and entertainment. Ending the War between Sales and Marketing”.

This page was last edited on 23 May 2017, at 16:11. By using this site, you agree to the Terms of Use and Privacy Policy. Please forward this error screen to sharedip-16015362198. Marketing strategy is a long-term, forward-looking approach to planning with the fundamental goal achieving a sustainable competitive advantage.

Strategic planning involves an analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies that contribute to the goals of the company and its marketing objectives. Scholars continue to debate the precise meaning of marketing strategy. Consequently, the literature offers many different definitions.

On close examination, however, these definitions appear to centre around the notion that strategy refers to a broad statement of what is to be achieved. An over-riding directional concept that sets out the planned path.