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Article: What is marketing strategy? (CEO Journal).(Column)
- Article from:
- Modern Casting
- Article date:
- April 1, 2002
- Author:
CopyrightCOPYRIGHT 2002 American Foundry Society, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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I received an e-mail the other day from a friend. He wrote to ask my advice about marketing strategy, a subject we've discussed many times in the past. He asked my opinion about university-level continuing education courses in the subject. I advised him not to attend because these courses are rarely manufacturing oriented and never adequately address the concerns of a basic industrial business like ours.
My advice to him, and now to you, is to read a few good books instead. I suggested that if he wanted to learn about foundry marketing strategy, he should read about market research-based planning, manufacturing strategy and strategic industrial selling. Here's ...