Classification and characteristics of marketing strategies

Abstract

The essence of marketing strategies, classification of marketing strategies and the main features of marketing strategies depending on the level of management (corporate, functional and instrumental) are considered. The classification of marketing strategies according to three characteristics is analyzed: the position of the company in the market, the dynamics of relations with the market and in relation to risk, the main features of the following marketing strategies are considered: "leader", "Challenger", "follower", "inhabitant of niches", market penetration, market development, product development, diversification.