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Marketing Definitions
Strategy
If
you look at the text books there are some 'classic' definitions
that help clarify the nature of marketing strategy. Two
of the best are:
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"Strategy
is the direction and scope of an organization over
the long term: ideally, which matches its resources
to its changing environment, and in particular its
markets, customers or clients so as to meet stakeholder
expectations."
Johnson & Scholes |
And
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"Strategic
management… is concerned with those long run,
fundamental and often irreversible decisions about
the company's mission, scale of operations and spread
of activities."
Bowman
& Asch |
Key
to these definitions are the ideas that strategy is long-term,
a response to the changing environment and involves fundamental
decisions about how to match resources to that changing
environment. These are all good criteria for recognizing
whether or not a recommendation is 'strategic'.
One
last academic definition, before we get on to the fun
stuff:
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"Strategy
formulation is the development of long range plans
for the effective management of environmental threats
and opportunities in the light of corporate strengths
and weaknesses."
Wheelen & Hunger |
A
couple of related quotes and definitions that are much
more fun:
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"Too
much if'n, perhaps'n and maybe'n will never win
the battle."
Patten
"Good
strategy does not rely on super tactics - the basis
of good strategy is to win without having to rely
on tactical brilliance or extra effort."
Anon.
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Interesting
point that last one. If you get the strategy right you
shouldn't have to rely on brilliant tactics or extra effort.
Or
as someone else put it, "Doing the right thing
is far more important than doing things right."
Brand Manual
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