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MARKETING IS NOT TACTICS When most people think of marketing, they think of marketing tactics. People associate marketing with tactics, partly because they're fun. Advertising is fun, promotions are fun, and so is sending out email campaigns and every other similar tactic. But tactics, while the most salient aspects of marketing, are similar to the tactics of sport. They're very important, but useless without having a sound basis of knowledge. And so it is with …

…I think what you'll find is that tactics alone won't get you very far, but tactics along with a strategy based on great analysis will get you exactly where you want to go. So before you go hiring consultants and network with other marketers (as suggested in this "other article"), make sure you understand what is marketing so you don't just become a tactical pawn, but someone who can ultimately direct the entire marketing campaign.