Marketing Strategy for the redevelopment of Tottenham Court Road Essay

Marketing Strategy for the redevelopment of Tottenham Court Road - Essay Example tal marketing according to Peattie (1992), who says Green Marketing should mix with any other marketing that a marketing manager would like to focus upon because Green Marketing is â€Å"The management process responsible for identifying, anticipating and satisfying the requirements of customers and society, in a profitable and sustainable way.† (p. 11). It is the high priority marketing of our generation. But Lovelock (2000) insists on service marketing, because continuous services are necessary in modern economy. He quotes Albrecht: â€Å"Ours is a service economy and it has been one for some time† (p. 1). Fundamental strategic position of marketing in this context depends on the uncertainty created by present global trend. Such consideration â€Å"†¦has been attributed to the increased uncertainty that businessmen feel these days when they can contemplate the future – what will government intrusion, roaring inflation, or the sudden appearance of competition from abroad do to them next?† Weitz and Wensley (1984, p.1). Strategic Marketing suits here due to the importance and all-encompassing significance of the region involved. It is necessary because of the high level in which marketing is conducted and marketing here is aiming at a very long term commitment from customers. They are built-in spaces and immediate disposal or re-disposal is not possible. In many cases, it could be a life-time commitment with investment and cannot be taken lightly hence, time horizon has to be taken into consideration. â€Å"Strategies last for long periods of time, while tactics have short durations. Strategic plans might have a ten year horizon, in contrast to annual marketing plans that deal primarily with tactical issues,† ibid (p.3). Marketing under these circumstances cannot be abrupt due to its ongoing nature. It will be a long term commitment by my firm and new opportunities or threats to opportunities keep appearing for a long time and it is necessary for the marketing