For marketing managers, dealing with both the Big (M) and small (m) is important in that they complement each other. Big M is the vision of the marketing team while the small m is the tactics to be used to achieve the vision. Big M initiates everything while small m follows.  Big M serves as the core driver of the business marketing strategy. It focuses on competitors, understanding of markets and any other external forces (Wilson & Gilligan, 2012). It also considers the internal capabilities of an organization thus allowing the organization to develop strategies for a bright future. Small m is more of a tactical marketing. It serves the organization at an operational or functional level.  Big M is the strategies while small m is the tactics.

If a marketing plan paid much attention to the strategies and little attention to the tactics, then it would not be operational. Strategies are there to be implemented. If the marketing plan has strategies and no tactics, then it can be put into operation in that putting it in to operation will require some tactics (Wilson & Gilligan, 2012). Tactics are the operational machinery of the marketing plan. The organization will have a good marketing plan which is not operational.

If a marketing plan on the other hand put much attention on the tactics and little attention to the strategies, then the marketing plan will eventually fail. The tactics are guided by the strategies (Wilson & Gilligan, 2012). Strategies are the core driver while tactics are operational. Concentrating on the operations without the core driver will lead nowhere.  Both the strategies and the tactics should be given the same wait since they work hand in hand to make the marketing plan successful.

Reference

Wilson, R. M., & Gilligan, C. (2012). Strategic marketing management. Routledge

 
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