Framework for Marketing Strategy Formulation

    This reading provides a basic framework for thinking through the key decisions in the marketing process. While every business situation is unique, you will learn best-practice approaches that can be adapted across products, organizations, and markets. This reading can be divided into three segments: Marketing strategy formation (Sections 2.1 and 2.2); Aspiration decisions (Section 2.3); and Action decisions (Section 2.4). Following your review, prepare a response to the following discussion question: What are five best practices in marketing strategy formulation that you take away from this reading?