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Go-To-Market Strategy

Part 1. Marketing Strategy

  1. Raji Srinivasan

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01025

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Srinivasan, R. 2010. Go-To-Market Strategy. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. University of Texas at Austin, Austin, TX, USA

Publication History

  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.


  • segmentation;
  • targeting;
  • positioning;
  • marketing mix;
  • product;
  • place;
  • promotion;
  • price