Marketing Approaches: Shotgun Vs. Rifle
Plus specific strategies for each.
By Blake Christian
Marketing continues to be an underdeveloped function at most firms.
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When developing a marketing plan, firms should consider which approach is best for them. In general, firms tend to choose from two potential strategies: a “shotgun” approach, targeting a broad base of potential clients, or a “rifle” approach, in which they focus more narrowly on certain selected targets.
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