chapter  2
Marketing strategy and the marketing mix
Pages 14

In Chapter 2 we get into the thick of it and explore how a marketing strategy can be created and the usefulness of the marketing-mix tool in this process. We begin with the most basic starting point – ourselves and our company. From abstract to concrete we move from the company’s mission to its objectives and goals and then to the actual result – the game portfolio. Games have a life cycle in the marketplace, and, depending on this general dimension, we can start creating a marketing strategy based on the underlying marketing mix.