Part 1. Marketing Strategy
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Srinivasan, R. 2010. Go-To-Market Strategy. Wiley International Encyclopedia of Marketing. 1.
- Published Online: 15 DEC 2010
The firm's go-to-market strategy is the delivery mechanism to market the selected product. It involves the development of a marketing program to create, capture, and sustain value with the firm's offering for the firm's customers, given that the firm has identified a product to market. Typically, the firm's go-to-market strategy can be conceptualized into two stages: (i) market segmentation, target market selection and positioning, given the product's (good or service) unique selling proposition, (ii) the marketing mix for the product, given the market segment the firm seeks to target for the product. An effective go-to-market strategy will ensure that there is a match between the firm's target market and the marketing mix developed for the product so that both consumer needs and the firm's performance objectives are met.
- marketing mix;