Steps in marketing strategy development

There should be clear steps to follow when developing a marketing strategy. Guidance from the strategic plan If the strategy is being developed for large organization, then they should be a corporate strategy document – known as a strategic plan – that should be the starting point for the development of marketing strategy and subsequent … Read more…

Difference between marketing strategy and tactics

  It is sometimes confusing distinguishing between strategies and tactics as they refer to interdependent aspects of marketing activities. Basically, strategy refers to major decisions that impact the competitive position of a firm, whereas tactics are the activities that support and deliver the strategy. As an example, one aspect of a firm’s strategy could be … Read more…

Difference between Marketing and Financial Goals

  Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance. Difference between short and long-term marketing goals Marketing strategy is expected to deliver short-term (usually within one … Read more…

Additional benefits of a marketing plan

  Why having a marketing plan will be beneficial to the firm In addition to documenting the plan itself and outlining the various action tasks, a marketing plan can actually provide other benefits to an organization. Key “extra” benefits of a marketing plan It is a very effective communication tool – particularly upwards to senior … Read more…

Do all firms need a marketing plan?

  Can firms be successful without a marketing plan? One of the questions often asked by marketing students is whether or not a company really needs a marketing plan. Certainly by the way that marketing plans are taught at university, one would be forgiven thinking that every business had a documented marketing plan. But this … Read more…