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30 years CEO (retired) of a national marketing consulting firm. "Marketing" is greatly misunderstood. It is an ongoing process, not an activity. Marketing is about meeting needs. "Find a need and fill it." This involves research, development, production, pricing, distribution, advertising, and sales.

Strategic planning is a management activity that is employed for long-term planning. It requires a thorough knowledge of the marketplace, who has what share and an accurate understanding of what its customers want and what they are not now receiving. Stratigic planning does not involve financing. How much the plans will cost to implement and where and how to obtain the financing is dealt with AFTER goals and objectives are set.

Because there is no "Expertise Area" for business-to-consumer this discussion is about market research in general. It matters not whether market research is B2B or B2Customer, the principles are the same. Nothing in business is more important than meeting needs. If you don't meet needs, you fail. Therefore research is King. The more a company knows about the competition and the consumer the greater chances of success. Needs change, rapidly, therefore research must be circular; ongoing. If you know what someone wants and how much they are willing to pay, and you produce it, the sale is done. Market research determines everything about every product and service.

My company always contracted with professional research companies for qualitative and quantitative search.
All advertising is or should be, a reflection of market research.
There is no Expertise Area for Marketing Planning.

A marketing planning process is a systematic approach to developing marketing goals, strategy, measurement, and implementation tactics. "If it can't be measured it's not marketing."

He is an expert in all things marketing. strategy, research, planning, project design, testing, project management.
Anything marketing related. Innovation and Creative Planning