User:Jukeboksi/Wiki.study/User:Jukeboksi/Blog/Marketing: Difference between revisions

User:Jukeboksi/Wiki.study/User:Jukeboksi/Blog/Marketing (edit)

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 == Session 5 and 6 - Brand strategy ==
-Problem: How to create a brand strategy?
+'''Problem''': How to create a brand strategy?
-Learning objectives:
+'''Learning objectives''':
 :#What kind of brand strategies exist?
 :## Examples?
@@ Line 9: / Line 9: @@
 :## Advantages / disadvantages?
 :# What's the interrelation between a brand strategy and a brand portfolio?
+* '''[[w:Marketing strategy|Marketing strategy]]''' is the goal of increasing sales and achieving a sustainable [[w:competitive advantage|competitive advantage]].<ref>Baker, Michael ''The Strategic Marketing Plan Audit'' 2008. ISBN 1-902433-99-8. p.3</ref>
+:::Marketing strategy includes all basic and long-term activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of market-oriented strategies and therefore contribute to the goals of the company and its marketing objectives.<ref>Homburg, Christian; Sabine Kuester, Harley Krohmer (2009): ''Marketing Management - A Contemporary Perspective'' (1st ed.), London.</ref> ( Wikipedia )
 * '''[[w:Brand architecture|Brand architecture]]''' is the structure of [[w:brand|brand]]s within an organizational entity.