Framework for Marketing Strategy Formulation

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).

Following your review, prepare a response to the following discussion question:

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