Tactic
DESCRIPTION
Tools or actions designed to operationalize a higher-level strategy.
Tools or actions designed to operationalize a higher-level strategy.
KEY INSIGHTS
Marketing plans which are established to meet strategic goals are, in essence, tactics. They can be viewed as short-term measures for addressing or solving a specific problem, such as increasing sales or enhancing the market share of a product.
Marketing plans which are established to meet strategic goals are, in essence, tactics. They can be viewed as short-term measures for addressing or solving a specific problem, such as increasing sales or enhancing the market share of a product.
KEYWORDS Tools, plans, operationalization, resource deployment
IMPLICATIONS
Tactics have direct implications on the firm and its consumers as they represent detailed plans of action for accomplishing higher-level objectives. While some marketing tactics may be perceived by consumers as acceptable marketing practice (e.g. see price discrimination), other tactics may be seen as unethical and manipulative (e.g. see low-ball technique).
Tactics have direct implications on the firm and its consumers as they represent detailed plans of action for accomplishing higher-level objectives. While some marketing tactics may be perceived by consumers as acceptable marketing practice (e.g. see price discrimination), other tactics may be seen as unethical and manipulative (e.g. see low-ball technique).
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
McKee, Daryl O., Varadarajan, P. Rajan, and Pride, William M. (1989). ‘Strategic Adaptability and Firm Performance: A Market-Contingent Perspective,’ Journal of Marketing, 53(3), July, 21–35.
McKee, Daryl O., Varadarajan, P. Rajan, and Pride, William M. (1989). ‘Strategic Adaptability and Firm Performance: A Market-Contingent Perspective,’ Journal of Marketing, 53(3), July, 21–35.
Marketing Management
Hunt, Shelby D., and Chonko, Lawrence B. (1984). ‘Marketing and Machiavellianism,’ Journal of Marketing, 48(3), Summer, 30–42.
Hunt, Shelby D., and Chonko, Lawrence B. (1984). ‘Marketing and Machiavellianism,’ Journal of Marketing, 48(3), Summer, 30–42.
Robin, Donald P., and Reidenbach, R. Eric (1987).‘Social Responsibility, Ethics, and Marketing Strategy: Closing the Gap between Concept and Application,’ Journal of Marketing, 51(1), January, 44–58.
Services Marketing
Dibb, S., and Simkin, L. (1993). ‘Strategy and Tactics: Marketing Leisure Facilities,’ Service Industries Journal, 13(3), 110–124.
Dibb, S., and Simkin, L. (1993). ‘Strategy and Tactics: Marketing Leisure Facilities,’ Service Industries Journal, 13(3), 110–124.
Consumer Behavior
Hoyer, Wayne D. (1984). ‘An Examination of Consumer Decision Making for a Common Repeat Purchase Product,’ Journal of Consumer Research, 11(3), December, 822–829.
Hoyer, Wayne D. (1984). ‘An Examination of Consumer Decision Making for a Common Repeat Purchase Product,’ Journal of Consumer Research, 11(3), December, 822–829.
Marketing Research
Thomas, J. S. (2001). ‘A Methodology for Linking Customer Acquisition to Customer Retention,’ Journal of Marketing Research, 38(2), 262–268.
Thomas, J. S. (2001). ‘A Methodology for Linking Customer Acquisition to Customer Retention,’ Journal of Marketing Research, 38(2), 262–268.
Marcus, C. (1998). ‘A Practical Yet Meaningful Approach to Customer Segmentation,’ Journal of Consumer Marketing, 15(5), 494–504.
BIBLIOGRAPHY
Nagle, T. T., and Holden, R. K. (1995). The Strategy and Tactics of Pricing. Upper Saddle River, NJ: Prentice Hall.
Nagle, T. T., and Holden, R. K. (1995). The Strategy and Tactics of Pricing. Upper Saddle River, NJ: Prentice Hall.