THE ROLE AND IMPORTANCE OF STRATEGIC PLANNING IN MARKETING
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Keywords: strategy, strategic planning, long-term planning, diversification, segmentation, internationalization, commodity market.##article.abstract##
Abstract. Marketing strategy is the marketing of a firm’s target market is a
master program that represents the activities of the company and includes the process
of achieving its goals through the development and implementation of a long-term
marketing mix (marketing mix). Separate product, pricing, distribution, sales and
communication policies are defined for each segment of the market. The marketing
strategy determines which product (service) the firm should enter, which market, and
when. The following marketing strategies have been tested and successfully used by
companies in the world market practice.
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