Strategic marketing and marketing strategy: domain, definition, fundamental issues and foundational premises

This paper 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...

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Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2010-04, Vol.38 (2), p.119-140
Main Author: Varadarajan, Rajan
Format: Article
Language:English
Subjects:
Academic disciplines
Analysis
Business and Management
Conceptual/Theoretical Paper
Consumer behavior
Definition
Forecasts and trends
Industrial organization
Management
Market strategy
Marketing
Marketingmanagement
Social Sciences
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