Company and Marketing Strategy: Partnering to Build Customer Relationships

Strategic planning
Mission statement

Business portfolio
Portfolio analysis
Growth-share matrix
Product/market expansion grid
Market penetration
Market development
Product development
Diversification

Value chain
Value delivery network

Marketing strategy
Market segmentation
Market segment
Market targeting
Positioning
Differentiation
Marketing mix

SWOT analysis
Marketing implementation
Marketing control
Return on marketing investment

Marketing environment
Microenvironment
Macroenvironment
Marketing intermediaries
Public

Demography
Baby boomers
Generation X
Millennials (Generation Y)
Economic environment

Natural environment
Environmental sustainability
Technological environment

Political environment
Cultural environment

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