The Marketing Tree
THEE Note: Your understanding of the approaches to interacting-for-benefit and their relationships is taken for granted in this section. Review basics and review applications.
The Channels are Strategies
We are now ready to look at all possible strategies for marketing and making a business profitable.
Reminder of how we got hereEach Centre in the Tree, though epitomized in a 2-3 word phrase, refers to diverse business choices based on interrelated principles. Channels between Centres can be seen to define alternative and complementary business strategies.
The aim of this Framework is to help you understand the origins of accounts in marketing textbooks, so that you can:
- select, adapt and apply them intelligently
- construct useful combinations that suit your business.
TOP Note: The material presented here is not a substitute for the detailed accounts of methods described in marketing texts.
Twenty-Two+ in Two Sets+
There are twenty-two distinct marketing strategies which are described and graphically represented in the next 5 Topics.
The strategies are affected by the company-market duality. This allows them to be usefully divided into:
Business Strategies: that focus primarily on the company within the market.
Market Strategies: that focus primarily on the market that the company must enable.
These two sets are united by a focus on which can, however, be by-passed. See how here.
-
Use the Table of Contents to see the marketing strategies.
Originally posted: July 2009
All posted material is part of a scientific project and should be regarded as provisional. Visitors are encouraged to think through the topics and propositions for themselves. Copyright © Warren Kinston 2009-2016.
All Rights Reserved.
