Strategic Marketing Management is About Strategy
by Martha Polinski
Thanks for pulling together such great resources around strategy marketing management and sales and marketing strategy in general! I especially appreciate your articles on SWOT Analysis and creating marketing plans... it is obvious that you have put a lot of work into these and have really tried to give your readers the "nuts and bolts" so that they can successfully implement their own plan.
When you think about it, there are a lot of overlapping terms in marketing which, for the most part, mean the same thing. What I mean is, if you take the term "Business Plan" then this can be synonymous with the term "Marketing Plan" which in turn can be the very same thing as "Communication Plan". I think a lot of folks get caught up in terms and fancy nomenclature without going into the heart of the matter and thinking about goals and strategy.
I think you have the same approach when it comes to strategic marketing management and that is to think things out first and attach labels and whatnot later. What I mean is, in your marketing plan articles, for example, you talk about a stripped-down approach to thinkking about your company, product and market and just thinking about and focusing on your strenghts and weakness and capabilities in each area. That is true strategic marketing management!
The word strategy is connected to having goals and then formulating the tactics around acheiving those goals. What this means is that we must come up with a timeline and specific activities to accomplish which, over the course of time, need to add up to our grand objective (that is another thing with the concept of "strategy", by the way, the fact that many people think about this in terms of generalities without being specific enough!). Once you have thought through your goals and exactly how to get their on a daily, weekly and monthly basis then that is true strategic marketing management, no matter what you call it!