Overall marketing strategy

Lecture "Designing business plan - Unit 4: Marketing plan" presentation of content: Overall marketing strategy, discussion, three levels of products, marketing Mix (Product, pricing, place, promotion).

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Overall Definition: Johnson and Scholes (Exploring Corporate Strategy) define strategy as follows: "Strategy is the direction and scope of an organisation over the long-term: which achieves advantage for the organisation through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfil stakeholder expectations".

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