SOSTAC is a marketing model developed by PR Smith in the 1990s [1] [2] [3] and later formalized in his 1998 book Marketing Communications, [1] the subsequent series of SOSTAC Guides to your Perfect Plan (2011) [4] and the SOSTAC Guide to your Perfect Digital Marketing Plan (2020). [5]
It is an acronym for Smith's six fundamental facets of marketing: situation, objectives, strategy, tactics, action and control. [6]
SOSTAC contains a general marketing strategy which can be applied in various commercial situations. [7] [8] It includes an in-depth SWOT analysis, which helps businesses get ready for marketing campaigns; the main difference is that SOSTAC also focuses on the implementation stages of the process, [9] on marketing communications [10] and now, digital marketing.
The structure of SOSTAC is a simple logic that builds on an in-depth Situation Analysis which informs subsequent decisions made about strategy and tactics. Its logic can enable better decision making and therefore better plans .
Marketing experts have adapted SOSTAC to a number of specific situations, including direct marketing [7] and electronic marketing. [11] The steps in the process have also been adapted to the development of internet security systems [12] and company business plans. [13]
SOSTAC is a marketing model developed by PR Smith in the 1990s [1] [2] [3] and later formalized in his 1998 book Marketing Communications, [1] the subsequent series of SOSTAC Guides to your Perfect Plan (2011) [4] and the SOSTAC Guide to your Perfect Digital Marketing Plan (2020). [5]
It is an acronym for Smith's six fundamental facets of marketing: situation, objectives, strategy, tactics, action and control. [6]
SOSTAC contains a general marketing strategy which can be applied in various commercial situations. [7] [8] It includes an in-depth SWOT analysis, which helps businesses get ready for marketing campaigns; the main difference is that SOSTAC also focuses on the implementation stages of the process, [9] on marketing communications [10] and now, digital marketing.
The structure of SOSTAC is a simple logic that builds on an in-depth Situation Analysis which informs subsequent decisions made about strategy and tactics. Its logic can enable better decision making and therefore better plans .
Marketing experts have adapted SOSTAC to a number of specific situations, including direct marketing [7] and electronic marketing. [11] The steps in the process have also been adapted to the development of internet security systems [12] and company business plans. [13]