The marketing element group contains the core strategic elements required to build both marketing [3Ps]and marketing communications [Promotion] strategies. Effective marketing communications relies on a validated marketing strategy, where product, price and place have all been tested and optimized. Effective marketing strategies require a validated marketing communications strategy designed to communicate an effective value proposition [comprised the elements of the other 3Ps].
A failure to build validated strategic hypotheses in either marketing-related discipline will likely result in failure. The elements contained within this group allow strategic hypotheses to be built and tested for both, as well as outcome and impact to be measured in both communications and commercial terms.