I recently googled “strategic review” and was surprisingly pleased with the clear, concise definition I found on Strategic Planning Kit for Dummies’  website: “A strategy review monitors progress of the company from a strategic level, making sure that the objectives are on track.”  Paraphrasing the same source and putting it a marketing context, this differs from an operational review which looks at details of the marketing plan such as return on marketing dollars spent, message you are communicating and methods used to deliver that message.

Don’t get me wrong.  A quality review of marketing should be a top-down process (more…)