| "Strategic
direction is more important today. It's about providing a framework
for managers to navigate through the fog of complex choices. No company
can avoid this." - C.K. Prahalad, Management Expert |
||
Without a sound, well-considered strategy, a marketing plan has no foundation. Strategies serve as the underpinning of marketing plans designed to achieve specific objectives. A good marketing strategy should integrate an organisation's marketing goals, policies, and action sequences (tactics) into a cohesive whole. Its purpose should be to provide a foundation from which a tactical plan is developed. Read an interesting case study of a mid-sized gas manufacturing firm. |