Tuesday 12 October 2010

Marketing vocabulary of the week: 'strategy' vs. 'tactics'

Strategy is the direction an organisation will take to achieve its objectives. Tactics are the specific activities that an organisation does in order to implement its strategy. The marketing strategy should always be decided before the tactics, or the tactics will not have focus or a clear objective. Strategy is longer-term than tactics. Tactics change more often than strategy.

Example usage (extract from a meeting to discuss the development of an organisation's marketing plan):

"OK, well first let me thank you again for all of the hard work you’ve done on the marketing plan so far. I think we’ve done an excellent job of assessing where we are now and where we want to be in 12 months’ time. What I want to talk about today is how we get there. How are we going to implement our strategy? What tactics are we going to employ? That kind of thing."

(Taken from Cambridge English for Marketing, Unit 3 [The marketing plan 2: audit and objectives])

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