With your Marketing Strategy you implement the Business Strategy at the level of products/services and specific market segments. This includes developing specific offerings with superior functional and emotional value and defining optimal pricing and monetization models for different target groups.
Process / Results
Choose the value you want to provide. This involves defining the market, selecting the most attractive target segments and developing your offering's value positioning and branding.
Determine how to provide the value in terms of products, services, prices and channels.
Define how to communicate the value by utilizing the most effective marketing communication tools, e.g. sales promotion, advertising, PR and the Internet.
Develop detailed customer-centric marketing plans to implement the marketing strategy.
Calculate the expexted ROI of the marketing strategy.