Marketing strategy is a beautiful phenomenon. Unlike the general perception marketing strategy is much more than just a slick brochure, advertising, sales campaign or sales pitch of a smart sales guy. Marketing strategy is a holistic entity/process (the essence is that everything is inextricably linked) with respect to the creation of sustainable added value. It unlocks all marketing strategy activities across all organizational departments and organizational levels to meet the wishes and needs of the customer where emotions and perceptions fulfill an important role in valuation of goods and services. At least that's how I see it ..... and I am not alone.
If you just search on Google for the concept of marketing strategy than you will find 1001 different descriptions. The nice thing is that it can all be traced back to the origin (marketing name) "getting to market. To market your products and/or services you need to go through all business aspects. In order to transform your actions in success - providing sustainable customer satisfaction with a reasonable profit – you need to match your product and services and not vice versa. The "Godfather" of Marketing Philip Kotler has described this beautifully end eloquently:
There will always, one can assume, be need for some selling. But the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells it self. Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available.