Unit 2. Marketing Strategy

The main task of strategic marketing is to adapt your current situation to the expected development and to your intended objectives.

Strategies are long-term decisions or specifications that determine the framework of your organization’s policy, usually with a time frame of five to ten years. Such strategies can be compared with a guiding roadmap helpful for the daily management of your monastic enterprise, leaving space for short term tactical manoeuvres.

The marketing strategies are large scale and they determine structures, whereas short term marketing planning is tactical marketing and covers a time frame of approximately one year. It refers to certain defined measures and details.