Tactical marketing
DESCRIPTION
An approach that moves marketing from the strategic to the operational level, designing and implementing plans for the short term.
An approach that moves marketing from the strategic to the operational level, designing and implementing plans for the short term.
KEY INSIGHTS
Marketing strategies are usually the driver of tactical marketing actions that influence the consumer directly, such as advertising programs and other operational actions that require marketing expenditure (Rust, Ambler, Carpenter, Kumar, and Srivastava 2004). In some firms, however, marketing strategy initiatives may take a back seat to that which is urgent, resulting in fire-fighting activity which resembles tactical marketing but where such activity may or may not be as effective as when it is based on a sound marketing strategy.
Marketing strategies are usually the driver of tactical marketing actions that influence the consumer directly, such as advertising programs and other operational actions that require marketing expenditure (Rust, Ambler, Carpenter, Kumar, and Srivastava 2004). In some firms, however, marketing strategy initiatives may take a back seat to that which is urgent, resulting in fire-fighting activity which resembles tactical marketing but where such activity may or may not be as effective as when it is based on a sound marketing strategy.
KEYWORDS Operationalization, short-term plans
IMPLICATIONS
Setting tactical marketing plans directly affects the firm’s financial resources as it relates to marketing mix programs to be implemented. As such, marketers should seek to develop a sound understanding of tactical marketing approaches as it is clearly the implementation of the firm’s marketing in the marketplace.
Setting tactical marketing plans directly affects the firm’s financial resources as it relates to marketing mix programs to be implemented. As such, marketers should seek to develop a sound understanding of tactical marketing approaches as it is clearly the implementation of the firm’s marketing in the marketplace.
APPLICATION AREAS AND FURTHER READINGS
Marketing Strategy
McDonald, Malcolm (1989). Ten Barriers to Marketing Planning. Cranfield: Cranfield School of Management.
McDonald, Malcolm (1989). Ten Barriers to Marketing Planning. Cranfield: Cranfield School of Management.
Marketing Management
McDonald, Malcolm, and Morris, Peter (2000). The Marketing Plan in Colour: A Pictorial Guide for Managers. Oxford: Butterworth-Heinemann.
McDonald, Malcolm, and Morris, Peter (2000). The Marketing Plan in Colour: A Pictorial Guide for Managers. Oxford: Butterworth-Heinemann.
Services Marketing
Zeithaml, Valarie A., Parasuraman, A., and Berry, Leonard L. (1985). ‘Problems and Strategies in Services Marketing,’ Journal of Marketing, 49(2), Spring, 33–46.
Zeithaml, Valarie A., Parasuraman, A., and Berry, Leonard L. (1985). ‘Problems and Strategies in Services Marketing,’ Journal of Marketing, 49(2), Spring, 33–46.
International Marketing
Samiee, Saeed, and Roth, Kendall (1992). ‘The Influence of Global Marketing Standardization on Performance,’ Journal of Marketing, 56(2), April, 1–17.
Samiee, Saeed, and Roth, Kendall (1992). ‘The Influence of Global Marketing Standardization on Performance,’ Journal of Marketing, 56(2), April, 1–17.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., and Srivastava, R. K. (2004). ‘Measuring Marketing Productivity: Current Knowledge and Future Directions,’ Journal of Marketing, 68(4), 76–89.
BIBLIOGRAPHY
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., and Srivastava, R. K. (2004). ‘Measuring Marketing Productivity: Current Knowledge and Future Directions,’ Journal of Marketing, 68(4), 76–89.
Rust, R. T., Ambler, T., Carpenter, G. S., Kumar, V., and Srivastava, R. K. (2004). ‘Measuring Marketing Productivity: Current Knowledge and Future Directions,’ Journal of Marketing, 68(4), 76–89.
tailored marketing see one-to-one marketing