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Strategy is a general, non-detailed plan of any activity, covering a long period of time, a way to achieve a complex goal, which is uncertain and the main one for a manager at the moment, further adjusted to the changed conditions of existence of a strategic manager. The objective of the strategy is the efficient use of available resources to achieve the main goal. Tactics are a tool for implementing the strategy and are subordinated to the main goal of the strategy.

Marketing strategy is an element of a company’s overall strategy (corporate strategy) that describes how the company should use its limited resources to maximize its sales and profitability in the long term.

In the staff of a company, even the largest, it is not possible to contain several experts in different fields. But if the goal of the enterprise is to develop, to conquer the market, sooner or later the advice of such experts will be needed.

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