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Effective marketing strategy
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Effective marketing strategy.
Assessment Task
You are required to submit an essay which addresses the following:
Gilligan and Wilson (2009, p49) suggest that “an effective marketing strategy can be seen to be based upon four key dimensions:
- Being close to the market
- Developing valid assumptions about environmental trends and market behavior.
- Exploiting the competences of the organization
- Developing a realistic basis for gaining, and sustaining, competitive advantage”.
Explain and explore each of these dimensions, and critically evaluate Gilligan and Wilson’s perspective on effective strategic marketing.
Your essay should make use of a range marketing concepts, models and theories as you discuss your points. You should aim to include a minimum of 12 references to academic sources and you must draw on a range of examples from contemporary businesses in order to illustrate your main points.
Number of words
2500 words
