Theoretical basis of marketing strategy formation

In response to the increased competition, slumping sales and demand for production optimization as well as for adaptation to the changing working environment in the market, development of an effective marketing strategies has become one of the most actual and foundational aspects of company business. Today we can talk about development of the marketing strategy not as the only prerogative of the marketing unit, but also as the main target for the top managers. Marketing strategy design is a complex subject that requires expertise and know-how to set goals and objectives with a focus on markets and branches specifics as well as resources to build company competitive advantage.