Why is it so important for marketing managers, when engaged in marketing planning, to successfully deal with both Marketing (Big M) and marketing (little M) elements?

1. Why is it so important for marketing managers, when engaged in marketing planning, to successfully deal with both Marketing (Big M) and marketing (little M) elements? What would be the likely negative outcome if a marketing plan paid a lot of attention to strategies and little attention to tactics? What would be the likely negative outcome of the reserve?

2. We currently operate in a business environment driven by technology and trade agreements that provide companies access to multiple environments. The marketing discipline has been forced to evolve and adapt to this environment. Companies still need to apply marketing planning discipline to be successful in their chosen markets, But different approaches are available to them. With this in mind, discuss the differences between international marketing and global marketing.