Question
Topic: Strategy
Marketing Models
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Our company is having problems defining our marketing and communications strategy as we don't seem to have had any market analysis conducted (it is a new business in a very old company and internal culture clashes are rife). Yet we realise that developing a strategy would be pointless without this. What sort of model or process would best be used to define what marketing materials we have, what our customers know, and how to fill in the gaps in terms of knowledge and products?
I'd appreciate any help with this, as my marketing knowledge is very rusty and I do not have access to my old textbooks!
Thanks