Paper instructions

Review the article and prepare a 500 – 600 word response to the following discussion question:

  • What are five best practices in marketing strategy formulation that you take away from this reading?

This reading provides a basic framework for thinking through the key decisions in the marketing process. While every business situation is unique, you will learn best-practice approaches that can be adapted across products, organizations, and markets.

This reading can be divided into three segments:

  • Marketing strategy formation (Sections 2.1 and 2.2);
  • Aspiration decisions (Section 2.3); and
  • Action decisions (Section 2.4).

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