The Strategy Pyramid places strategy at the top, supported by tactics in the middle, and programs at the base. Strategy means nothing without tactics and programs to make it real.

This illustration shows a basic Strategy Pyramid for marketing plans.
The Strategy Pyramid emphasizes the practical importance of building a solid marketing plan structure. Most marketing plans [...]

Spending levels are strategic and tactical. Some companies spend 50% of sales on marketing, some spend 10%, and some spend nothing at all.
Your Budget is a Marketing Tactic
There are several benefits of creating and using a marketing budget:

The goal of your marketing budget is to control your expenses and project your revenues.

It also assists in [...]

The Idea Adoption Model
The use of a model may be a good resource for creating a market forecast. Social scientists have studied adoption of new ideas by many different groups. They have studied how a group of doctors adopt a new treatment technique, how farmers accept a new farming idea, and many other examples of [...]

You have too much to do with too few resources. You therefore focus on specific target markets, on your most important products or services, and on your most productive sales and marketing activities.
Introduction to Marketing Strategy
Much like the artist squinting to improve his vision, you need to see the high points and main priorities only, [...]

Every marketing plan should include a clear explanation of the market segmentation, target market focus, and a market forecast.
Essential Market Analysis
To develop an effective plan based on your customers’ needs and nature, you should be able to answer these questions:

Who are they?
Where are they?
What do they need?
How do they make their buying decisions?
Where do they [...]

Good marketing first identifies a market need and then fills that need. Too often we focus on what we have to sell and who we can sell it to.
Focus on Market Needs from the Beginning
Do it right from the beginning! The most successful planning process begins with a customer need. Your whole marketing strategy, from [...]

The exact nature of your plan, and your marketing situation, dictates its contents. You add detail or take it away to suit your needs.
In the real world you’ll want to customize your outline according to whether you are selling products or services, to businesses or consumers, or you’re a nonprofit organization. If you are in [...]