Date Added: Oct 2010
Marketing does not operate in a vacuum. Marketing decisions are strongly influenced by both market-level and organizational forces, and strongly influence a firm's success at achieving competitive advantage (Porter, 1985). However, the perceived importance of marketing as a strategic discipline has been diminished over the past decade (e.g., Day, 1992). Marketing has much to contribute to the strategy dialogue, including insights on market selection, construction of a customer value proposition, and business strategy implementation.