I have been reading about this -marketing terminology (perhaps derivative?) for a while and I would like to go more in depth with the blessing of all the readers and bloggers who care about it…
The arduous daily struggle faced by today’s executives requires them to think and act with initiative, to exploit any situation in a meditated way, the ability of the commander and his people gives the value of a militant group.
It is believed that the way of thinking and acting of East and West is completely different because of its history and its leaders, but we will see below that no matter where the thoughts and the rules that always teach us come from, all have the same goal
In the far east many years ago specifically 500 BC. Chinese strategist Sun Tzu wrote The Art of War established the foundations of the military strategy of the East, which relies on the concept that in order to win, it always requires good planning. Sun Tzu said that those who have real skills to battle may refer the army to engage the enemy without fighting.
While in the west the German General Carl von Clausewitz wrote On War the eighteenth century, which provided the basis for the west military strategy, within which the essential idea is that in order to win you must fight the most important battle.
If it’s interpreted correctly, both strategies can be very useful to a business strategy:
Clearly, in the preceding paragraph Sun Tzu’s thought points to strategic busniess aims and Clausewitz provides the tactical aspect.
A good strategic planning with real results starts in acknowleding when ends the strategy and begins the tactics
To differentiate both we will add to our terminology, the word “Contact”, it is a word that suggests, perhaps like no other, the boundary between strategy and tactics.
In war, the strategy is stopped right on the border. And the tatcics starts when the contact is made with the enemy. So in business, it stops at the door in which a client will make a purchase decision. When an executive speaks with a client, the developed action action is a tactic. When the sales manager will plan to visit the client, the action is strategic.
In the company’s activity, irrespective of their category, the winning strategies are formulated before- I would add in a long term. And the tactics are required to maximize the physical, intellectual and moral capabilities of the team (nothe the term Team, not staff) in achieving the busniess objectives as a whole.
In the tactical field force is not just quantity, it must be added the capacity of each person who makes up the organization, courage, boldness and determination to success. Where and how many people started Microsoft?
Summarizing the above and giving a start to this marketing derivative, we have defined principles as for the strategy as for the tactics, these are:
Principles of the WARKETING strategy
1. Surprise
2. Security
3. Offensive
4. Economy of forces
5. Media meeting
6. Freedom of action
Principles of Tactical WARKETING
1. Offensive Spirit
2. Capacity
3. Mobility
4. Creativity
5. Support
This post has been inspired by the original article: “Warketing” by Sergio Gajardo Ugás