The essence of good marketing strategy

It is impossible to give a ‘top tips’ kind of article on such a complex and fundamentally important subject as a marketing strategy.

It’s like asking how should we win a football match? Beyond the obvious that we should score more goals than we concede, no more can sensibly be said unless we know some background information. Are we a top Premiership team or a Sunday league pub side? Who are the opponents and what approach are they likely to take? What are the rules of the particular game?

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