Anzeige
Erschienen in:
2014 | OriginalPaper | Buchkapitel
Understanding our Products
verfasst von : Jenny Darroch
Erschienen in: Why Marketing to Women Doesn’t Work
Verlag: Palgrave Macmillan UK
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
In the previous chapter, I suggested marketing strategy focuses on strategic decisions the organization makes about the product-market space within which it competes. Therefore, in order to implement a marketing strategy, the organization must first understand its current products and then its current markets (that is, customers) before making any changes. I defined products and markets and briefly introduced Ansoff’s (1957) four growth strategies, which center around products and markets choices (see Figure 3.1). This chapter provides the tools to allow an in-depth analysis of current products; the next chapter examines current customers.