The Marketingstrategie covers long-term, global behavior plans for the reaching of the marketing and company targets of an enterprise and is part of the strategic management. The subrange of the Marketingstrategie should be led holistic, with consideration of the goal, strategy and instrument level. Strategies can be called concept for the reaching of a specified condition. One proceeds from the actual condition. Marketing instruments should be used with it in arranged way.

The fundamental Marketingstrategien is: - Market choice strategy (market field, Marktparzellierung, market cover, market area strategy) - market participant strategy (customer, competition, handels, requirement-group-arranged strategies)

In the context of the marketing management processes the Marketingstrategien is concretized by the instrument valley strategies. These are: Strategies for the product, program, price structuring, distribution strategy, communication strategy

For the identification of Marketingstrategien and their evaluation different methods of analysis (Portfoliomodell, PIMS, Gap analysis, experience curve, life cycle models etc.) serve.

Literature

• Yokes Becker: Marketing conception. Bases of the goal-strategic and operational marketing management, 7. Edition, Munich 2001

See also

Strategic management - enterprise strategy - competition strategy - strategic success factors - strategy

Marketingstrategien can be divided into basis and instrument valley strategies.

Articles in category "Marketingstrategie"

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