While the strategic marketing forces us to reflect on the values of the company, the operative marketing invites us to start the precise hardware of the marketing mix to reach the targets that we have proposed to ourselves. Him compete, therefore, to the operative or tactical marketing to plan, to execute and to control the actions of marketing.

Many companies do not have this differentiation yet clear and think that realizing only an advertizing campaign to reach the annual targets they are already acting with a marketing strategy. What really they are doing is to work with a tool of the operative marketing, valid, of course, but without having stopped in reflecting on the values that will make her differ from the competition. In short, we can say that the strategic marketing is essential so that the company could not only survive on his market but posicionarse in a preferential place. For it, the variables that he will have to consider in a strategic marketing plan are, between others:

• Segmentation of the markets.
• Markets selection.
• Analysis of the competition.
• Analysis of the environment.
• Marketing audit.
• Value position.
• Etc.