Marketing Strategy and Partnership

Swee Hoon Ang

Chapter 2 in Principles of Marketing, 2026, pp 21-38 from World Scientific Publishing Co. Pte. Ltd.

Abstract: Each business must develop a strategic plan. At the corporate level, its mission and goals must be defined. Within the marketing department, marketers must ensure that its product portfolio has the right balance of products to maximise market opportunities that are consistent with business goals for further growth.

Keywords: Marketing; Marketing Process; Product; Product Life Cycle; Marketing Strategy; Marketing Partnership; Marketing Analytics; Customer Insights; Churn; Buyer Behavior; Market Segmentation; Market Positioning; Sustainable Marketing; Global Marketing; Digital Marketing; Promotion; Price; Pricing; New Product; Branding; Services; Market Targeting; Business Buyer Behavior; Marketing Environment; Marketing in Asia; Business; Consumer; Social Cause Marketing; AI in Marketing; Marketing Principles; Marketing Practices; Grab; Gojek; Shein; Perfect Diary; Innisfree; BTS; Taylor Swift; Chagee; Pocari; Marketing Principles (search for similar items in EconPapers)
JEL-codes: L81 M10 M30 M31 M37 (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.worldscientific.com/doi/pdf/10.1142/9789819834433_0002 (application/pdf)
https://www.worldscientific.com/doi/abs/10.1142/9789819834433_0002 (text/html)
Ebook Access is available upon purchase.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:wschap:9789819834433_0002

Ordering information: This item can be ordered from

Access Statistics for this chapter

More chapters in World Scientific Book Chapters from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().