Why is it so important for marketing managers , when engaged in marketing planning, to successfully deal with both Marketing (BigM) and marketing (littlem) 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 reverse?

Why is it so important for marketing managers , when engaged in marketing planning, to successfully deal with both Marketing (BigM) and marketing (littlem) 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 reverse?