Strategic Marketing – The big-picture messaging

The strategic marketing concerns the choice of actions and policies aiming at improving the competitive advantages and the competitive position of a company, or business, taking into consideration the various challenges and opportunities proposed by the competitive environment.

A marketing strategy refers to a business’s overall game plan for reaching prospective consumers and turning them into customers of the products or services the business provides. It contains the company’s value proposition, key brand messaging, data on target customer demographics, and other high-level elements, setting out the high-level direction and providing guidance to create the appropriate marketing plans and implement specific targets, making things to happen.

Marketing Strategies vs. Marketing Plans

The marketing strategy informs the marketing plan, which is a document that details the specific types of marketing activities a company conducts and contains timetables for rolling out various marketing initiatives.
In other words, marketing strategies cover big-picture messaging, while marketing plans describe the procedural and operational details of specific campaigns.