Marketing strategy development


Marketing strategy development is the stage of the new-product development process in which a three-part marketing strategy plan is developed:

  1. Define product position, including target market size, structure, and purchasing behavior. Identify initial sales goals in terms of market share and profits.
  2. Specify year-one price and distribution strategy, and marketing budget.
  3. Describe ongoing marketing-mix strategy and future sales and profits.[1]


  1. ^ Kotler, Philip, and Kevin Lane Keller, Marketing Management 12th edition, Pearson/Prentice Hall, 2006, pp 654-655.

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