Discussion:
Read the case study titled "Radiance Reconstructive Surgery". Complete the interactive module associated with this study. Then, conduct a strategic marketing analysis, similar to the one that Melissa would prepare, for Radiance. Based on this information, thoroughly answer the following questions:
• What marketing strategies should Radiance pursue in the next five years? Explain why the strategies you select would best fit the organization.
• Should Radiance engage in lifestyle, sponsorship, or event marketing? Explain your answer.
• Which venues would best match with Radiance's brand, should the organization choose to move forward with these types of marketing?
• What damage control techniques should Melissa employ? Or, would she be better off to just wait and let some time pass before responding? Defend your answer.