Talk:Marketing strategy/Archives/2017
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Restructure and overhaul of article
I have had a go at reworking this article so that it is more focussed on strategic marketing considerations and issues. In undertaking the restructure, I have tried to take into consideration the concerns and suggestions posted on this talk page, including archived discussions. I have also done my utmost to minimise the number of deletions. In other words, I have retained much of the pre-existing content, but have organised it into sections that are more intuitive, that flow and that eliminate unnecessary repetitions or contradictions.
I have added sections on
- Definitions
- A brief history of strategic marketing thought (very brief)
- An overview of strategic planning
- Strategic planning tools and techniques (which many practitioners and scholars think is the heart of strategic marketing)
- Developing the vision and mission (brief, but with links to more detailed articles on these topics)
- Developing the competitive strategy (which considers both Porter's approach and the Resource-Advantage view)
- Developing goals and objectives (with the inclusion of some pre-existing material which is a bit unfocussed)
I have organised the remaining content into sections with headings that are more in line with the actual section content. Where necessary, this pre-existing commentary has been expanded and suitable references found for to support key claims. Some of the references in that section do not check out and have failed verification. I am not entirely sure how to proceed with this section.
I have deleted just one section which was unsourced and was largely concerned with the 4 Ps (a managerial approach) rather than a strategic approach.
I have also added relevant images from Wiki Commons, and where needed developed several original images to illustrate the article.
The article still needs work. The section on entry strategies is verbose and poorly written. Further, it is not well integrated into the article. The section on growth strategies appears to be primarily concerned with managing distribution (which is managerial rather than strategic in focus) and is also poorly integrated into the article. In both instances, I have tried to integrate this material, but other ideas for superior integration would be welcome.
The section on the relationship between strategy and the marketing mix also needs further work, but I have a few ideas about how to tackle it and will take that up in the new year.