Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Foundational Premises

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Provided by: Academy of Marketing Science
Topic: Big Data
Format: PDF
In this paper, the author proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of organizational, inter-organizational and environmental phenomena concerned with the behavior of organizations in the marketplace in their interactions with consumers, customers, competitors and other external constituencies, in the context of creation, communication and delivery of products that offer value to customers in exchanges with organizations, and the general management responsibilities associated with the boundary spanning role of the marketing function in organizations.
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