Strategy And Marketing - Two Sides Of The Same Coin.
So eBay overpaid for Skype - well that's a revelation and yet I'm reading that this was a failure of marketing - a 1.0 mentality failing to come to terms with a 2.0 world (as if that actually means anything).
Just as marketing cannot save a product/service that doesn't meet the customer's needs, neither cannot it save a flawed strategy. Did a company that disrupted and simplified the auction business by taking it online actually need a phone system to enhance something that was working superbly already or did it see a potential capital gain and seek to justify it in strategic terms?
Marketing is and should be at the heart of any business because it combines the strategic and the tactical but it's important to remember that the strategic element starts right back at the product and not as a grandiose embellishment to tactics like advertising or PR.