For a long time, most companies have developed their promotion and marketing without considering any plan, guide its objectives, policies and strategies. However, in making dedication Marketing revolution is perceived most notable of recent decades, the transition from global to local.

The first theory on the strategy only considered the art of directing military actions. Since nowadays the Spanish Language Dictionary of the Spanish Royal Academy defines it more broadly asking: is a regulated process, the set of rules that ensure an optimal decision at any time.

Other definitions suggest that a strategy is a control design process that responds to the need to reach a point and the action plan resulting from this process to define what makes the strategy will need to consider its purpose and describe its operation.

Its purpose is to establish the process that develops and follow the path to reach the goals and objectives. While implementing these strategies is the responsibility of actual plans, your goal is to determine the right course.

The strategy begins with the desired results extracted from the formulation of their previous goals and objectives, then determining their ability to obtain these results and develop the method to achieve this. The set of decisions that define the overall marketing approach to take to access the goals that you set. Then the strategies will be converted into specific tactics and action programs related to time, also concrete.

The three elements of a marketing strategy are structure (action), time frame and implementation of project / task. At each level of Management, the constituent elements will be different, but share the same strategy.

According to George A. Steiner (1979) formulation of objectives should benefit the overall operation of destination or of the company following the ten attributes.

- Adequacy of marketing goals with the goals of the company or organization that represents the destination.
- Possibility of temporal measurement of objectives, for example, increase by 15% year income.
- Feasibility of the objectives to be achieved. If it is impossible to perform, will not motivate anyone.
- Acceptability.
- Flexibility.
- Reasons.
- Understandability.
- Commitment, that is worth making sure that everyone working in developing and implementing a strategic marketing plan to commit to trying to achieve these objectives.
- Participation of those involved, all associated with the plan.
- Internal and external consistency.

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