What’s strategic? What’s tactical?
I was with a great media buying agency in an all-day workshop and we were discussing the determination of strategic marketing actions and tactical marketing actions.
Is the launching of a product strategic or tactical? If it is a new product for a technology startup, then I think we would all say that the launch is strategic. But what if it is the launch of a new flavor of ice cream? Is that strategic or tactical? I think you would agree that in this case the launch is significantly more tactical. So the answer as to whether a particular marketing activity is strategic or tactical depends.
What lies in the middle of these two extremes then is stratactical. Or maybe it’s tactegic.
Can you think of other instances where this is the case? I certainly can. You can look at each of the 4-Ps (Kotler’s Product, Price, Place and Promotion. See Kotler’s Marketing Management (12th Edition). I look forward to sharing more examples of tactegy and stratactics with you.
Let me know your comments.
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