It's also strategy and analysis. People associate marketing with tactics partly because they're fun. 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 marketing.
Marketing is far more than tactics.
Marketing is analysis, and a sound marketing strategy is based on this analysis. Weiss says analysis of customers means having a profound understanding of their attitudes and emotions. You'll hope that the tactics work, but be blissfully unaware about whether anyone would want to pay attention or listen. Weiss says it's also important to think about a company's ability to survive in the market. It's also about understanding your own company and its abilities and weaknesses.