Strategic marketing
Strategic marketing decides which audiences to serve, what value to offer and how to compete sustainably
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
It draws on market research, business capabilities and the available alternatives. It guides decisions on proposition, positioning, channels and resources. Campaigns are one part of its execution, but they do not replace those underlying choices.
Topics
Variants and linked concepts
- Operational marketing. Operational marketing carries out decisions through actions and resources. It should stay connected to the strategic objectives and their results.