Marketing Management, 16th Edition

Designing the Tactics

The development of marketing tactics was also discussed in greater detail earlier in this chapter, so here we briefly mention tactics as they relate to the G-STIC framework. Tactics, or the marketing mix, are a logical sequence of components of the company’s strategy that make this strategy a market reality. They define the actual offering that the company introduces in the target market through seven attributes—product, service, brand, price, incentives, communication, and distribution—that work together to create the market value embodied by the company’s offering.

Implementation is a direct outcropping of the company’s strategy and tactics. After the strategy is translated into a set of tactics, it is converted into ...