Twenty Five years ago Ries and Trout in their wonderful little book, Bottom-Up Marketing, said, “… strategy should be developed from a deep knowledge and involvement in the actual tactics of the business itself. Tactics should dictate strategies. That is, the communications tactic should dictate the marketing strategy.”
At the time I readily accepted that position. That was then. Now, while I still agree that the marketing thinker/strategist should have deep knowledge of what happens on the front-lines, I have a challenge with that approach. Come to think of it, I wonder if they still hold that view?
And how about you? Any thoughts?