Business Reference Guide: Strategies in Marketing (PDF)

The collection begins with Ruth A. Wienclaw’s overview of integrated marketing communications, an approach to
marketing that coordinates and integrates multiple sources of marketing information in order to optimize the effectiveness
of an advertising campaign. Vanessa A. Tetteh continues the conversation and reviews the process of streamlining
across marketing channels to ensure consistency and to maximize the impact of an organization’s marketing efforts.
Wienclaw goes on to describe the development of a strategic marketing plan that carefully considers the needs of the
marketplace and identifies potential customers and competitors. A carefully planned strategy will help businesses
maintain competitive advantage, but these plans must be designed to incorporate a contingency approach that allows
for flexibility. Wienclaw then discusses the importance of promotional policy, a guideline reflecting the company’s
identity, values, and objectives, which is used to facilitate the development of marketing strategies and plans. The following
article describes the practice of brand management, which attempts to control all aspects of a brand, including
the logo and packaging as well as customer emotions and experiences with the product. The article describes the two
main types of brand management as well as their corresponding philosophies and strategies. Tetteh then reviews the
current trends in business marketing, in which companies are moving away from cost-based strategies to customeroriented,
value-based strategies to provide “optimal value creation and value delivery” for the consumer.