Strategic Marketing Planning and the Construction of Credibility in Connecting with the Public
Strategic Marketing Planning and the Construction of Credibility in Connecting with the Public
DOI:
https://doi.org/10.51473/rcmos.v1i1.2022.1124Keywords:
Strategic marketing; Credibility; Planning; Public connection; Branding.Abstract
This article analyzes the fundamentals of strategic marketing with a focus on building credibility and connecting with the target audience. Starting from the premise that strong brands are sustained by the trust they inspire, the text explores tools and planning methods that contribute to conveying authentic values and consolidating a coherent image. Storytelling techniques, persona definition, communication funnels, journey mapping, and analytical resources are discussed to support databased decision-making. The research is grounded in classical and contemporary theories, with references up to 2021, providing a solid basis for professionals and academics seeking to deepen their understanding of the impact of planning on building trustworthy brands.
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Copyright (c) 2022 Luana da Costa Ribeiro de Mattos (Autor)
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