Developing a Marketing Strategy

April 29, 2015 by

When approaching the development of a marketing campaign, we tend to get caught up in the strategies of the campaign, and forget the connection of the strategy to the overall goal of the firm. This myopic focus can have a disruptive effect on other aspects of the firm.

Strategy formulation involves understanding a firm’s analytical capability, the innovative capacity of the firm’s culture, the buy in of marketing managers, and the support of upper management (Ramaseshan, B., Ishak, A., & Kingshott, R.J. 2013).

It also requires understanding external environmental factors like competitiveness, changes in technology, and product alternatives in the market (Ramaseshan, B., Ishak, A., & Kingshott, R.J. 2013).
Implementing the strategy requires constant control and evaluation, a credible strategy, and marketing managers to commit to the strategy while allowing them the autonomy to carry out the strategy (Ramaseshan, B., Ishak, A., & Kingshott, R.J. 2013).

Finally, implementing a strategy is dependent on the performance of the firm, both strategically, and financially (Ramaseshan, B., Ishak, A., & Kingshott, R.J. 2013).

Addressing the internal cohesion requires adopting internal principles that are “firm specific” and “uniquely reflect a firm’s strategy and context rather than simply emulating other firms or theories” (Challagalla, G., Murtha, B.R., & Jawarski, B. 2014). This allows for consistency between the marketing strategy and marketing activities, because “marketing activities are often diffused throughout the organization (Challagalla, G., Murtha, B.R., & Jawarski, B. 2014).

Ultimately, the strategy must develop product awareness; grow interest in the product, animate consumer demand, and convert a sale. In view of the various channels that are available to reach consumers, brand identity and messaging must be cohesive.

Approaching firms with a credible multi – channel marketing strategy that complies with the attributes mentioned above is part of engaging in the Internet marketing environment. Having knowledge in the multiple areas for reaching consumers is essential for success in the field. The ability to understand the firm’s culture, brand message, and market identity are necessary for implementing a firm specific marketing campaign.


Ramaseshan, B., Ishak, A., & Kingshott, R.J. (2013). Interactive effects of marketing strategy formulation and implementation upon firm performance. Journal Of Marketing Management, 29(11/12), 1224 – 1250. Doi:10.1080/0276257X.2013.796319. Retrieved March 30, 2015

Challagalla, G., Murtha, B.R., & Jawarski, B. (2014). Marketing Doctrine: A Principles – Based Approach to Guiding Marketing Decision Making I Firms. Journal of Marketing, 784 – 20. Retrieved March 30, 2015

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