Marketing Strategy: What It Is, How It Works, and How to Create One

A marketing strategy refers to a business’s overall plan to convince customers to buy its products or services. A marketing strategy determines how to reach prospective consumers and turn them into buyers. It contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements. A thorough marketing strategy covers the four Ps of marketing: product, price, place, and promotion.

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