Sunday, August 06, 2006

Strategy and Product Management

The strategies you use to market your product include:
  • positioning
  • primary marketing media (word of mouth, PR, advertising)
  • approach to pricing
These stategic aspects of marketing contrast with tactics, the details of executing these strategies. In general your marcom team should be handling such tactical activities as coordinating events, planting of stories in the media, and designing brochures. But who should be performing the strategic activities? Are you an executive making strategic decisions based solely on your industry experience or gut feel? If so, consider involving your product manager or a product management firm to provide a solid foundation for your decisions.

Sound strategic marketing decisions are based on:
Don't be fooled by tactical marketing companies that masquerade as marketing strategy firms.

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