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Can you please explain the difference between operation and strategic marketing? From the chapter 6 Organisation Culture 🙂 And name some activities of them.
Sorry I was going as per the BPP study guide,It is the Chapter 4 in OT notes,But it has specified this topic
Operatoinal marketing would be trying to sell a product – choosing its price, prromotional methods, features etc.
Strategic marketing is longer term – trying to set up the reputation of a business eg for quality or for value. Public relations can form a large part of this together with carefully directed advertising.
So, Volkswagon would use operational marketing to advertise its range of, say Golf cars. It will now have to use strategic marketing to re-establish trust with the public after the emissions scandal.
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