marketing strategy

Cause and effect Many organisations turn to branding and marketing when business performance starts to weaken. Sales may be slowing, enquiries declining, market share eroding, or growth stalling. These symptoms often appear to be marketing problems — but they are not always caused by marketing. Sometimes, branding and marketing initiatives help. Often, they simply make an organisation spend more money solving the wrong problem. Effective marketing cannot compensate for an unclear strategy. Activity is not strategy A company can be …

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