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4 Types Of Marketing Plans And Strategies
4 Types Of Marketing Plans And Strategies · 1. Market Penetration Strategy · 2. Market Development Strategy · 3. Product Development Strategy · 4.
four strategies for business growth
In a now classic Harvard Business Review article, Ansoff (1957) identified <anchor>four strategies for business growth</anchor>. These four strategies also identify four basic types of marketing plans and the types of investments and activities associated with each. The strategies are defined by whether the focus is on new or existing products and new or existing markets.
ProvenModels - product market matrix - H. Igor Ansoff
# product market matrix

### characteristics

author:

country:

Russian Federation

period:

1957

type:

model

role:

consultant and manager

activity:

analyse, design and plan

topic:

strategic management, innovation and marketing & sales

abstr. level:

environment

perspective:

rational

status:

final

module:

innovation

comments:

0

### related models

### description:

In the late 1950's, the Russian-American engineer, Igor Ansoff, a founder of strategic management, argued that strategic planning was essential for firms operating in a complex, turbulent environment. At that time, sociologists dominated the research on strategic adaptation of non-profit organisations primarily and concluded that ad-hoc management was appropriate when the demand and the technology...

### model tools