You will see information from Michael Porter's book Competitive Advantage and the works of Philip Kotler all at one place. In the process of creating a marketing strategy you must consider many factors. Of those many factors, some are more important than others. Because each strategy must address some unique considerations, it is not reasonable to identify 'every' important factor at a generic level. However, many are common to all marketing strategies. Concepts addressed include 'generic' strategies and strategies for pricing, distribution, promotion, advertising and market segmentation. In today's very competitive marketplace a strategy that insures a consistent approach to offering your product or service in a way that will outsell the competition is critical.