Developing Marketing Strategies and a Marketing Plan What is a marketing strategy? How does a firm set up a marketing plan? How are SWOT analyses used to analyze the marketing situation? How does a firm choose what group(s) of people to pursue with its marketing efforts? How does the implementation of the marketing mix increase customer value? What is portfolio analysis and how is it used to evaluate marketing performance? How can firms grow their businesses? How do marketers use scenario planning to determine which course of action to take?
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