5.2 What is a total market strategy, and why do marketers use this approach? Provide a recent...

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5.2 What is a total market strategy, and why do marketers use this approach? Provide a recent example of a product or service that uses the total market strategy approach and discuss the components that make it effective or ineffective.

(AACSB: Communication; Diversity, Reflective thinking)

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Strategic Marketing Management

ISBN: 9781936572199

8th European Edition

Authors: Alexander Chernev, Philip Kotler

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