Marketing strategy primarily connects what two elements?

Marketing strategy primarily connects goals and tactics because a marketing strategy outlines a company's objectives and the specific actions (or tactics) that will be taken to achieve those objectives. Goals represent the desired outcomes, such as increasing market share or customer retention, while tactics refer to the methods and approaches employed to reach those goals, such as promotional campaigns, pricing strategies, or product development initiatives.

The relationship between goals and tactics is crucial in ensuring that all marketing activities are aligned with the overall vision of the organization. A well-defined marketing strategy provides a roadmap that guides marketers in selecting appropriate tactics that effectively contribute to achieving the set goals. It ensures that resources are utilized efficiently and that there is a coherent approach to reaching the intended audience.

In contrast, while products and prices, customers and sales, and marketing and advertising are all important aspects of the marketing landscape, they do not capture the fundamental connection that defines a marketing strategy as effectively as the relationship between goals and tactics does.