by Kenneth Rudich
The marketing philosophy espoused in the “About M-S-M” page has now garnered more than 500 — mostly favorable — comments. Thanks…we appreciate it!
I’m going to use this post as an addendum for expanding on that philosophy.
The topic under consideration revolves around the further distinction that can be drawn between marketing strategy and marketing management. Though every business must have both, only one relies on possessing a capacity for exerting true leadership.
Management involves the ability to maintain the marketing as it currently exists. This is especially important once the business has become an established brand or found a good stride.
It keeps the day-to-day operation orderly and organized by performing the housekeeping routines that support ongoing cost and outcome effectiveness.
More often than not, it revolves around the implementation of standard rules and procedures, all framed within an organizational structure for getting the job done. It doesn’t insist so much on the presence of strong leadership as it does on having a strong sense of duty to provide quality guidance. The main task is to set the standards, and then corral the organization’s resources in a manner that consequently upholds them.
Marketing management keeps the status quo dear.
Marketing strategy, on the other hand, demands keen leadership, the kind that can spot a real opportunity within a sea of false promises, and then spearhead an action to seize it. By definition, it departs from the well-trodden path of standard rules and procedures in order to chart a new course or direction.
It faces risk with respect but remains undeterred by it. It inspires a following by virtue of the gift to nurture belief.
It is agile. And at the end of the day, it drives new business growth and advancement.
It keeps the status quo at arm’s length.
wedding the two
Like the colors black and white, marketing strategy and marketing management stand in sharp contrast. But both have their place.
If a business can marry them in just the right way, with enough tension between them to keep them in balance, then it’ll probably achieve that coveted status of a more perfect union that leads to ongoing success.