Review: An overview of marketing strategy and planning

Zinkhan, G M and Pereira, A (1994) Review: An overview of marketing strategy and planning. International Journal of Research in Marketing, 11 (3). 185 - 218.

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The notion of marketing strategy has the potential to serve as an organizing or synthesizing theme to understand all of marketing thought. Here, we offer an overview of the current state of knowledge about strategic market planning. To accomplish this objective, we first place strategic thinking within the context of the history of marketing thought, with an emphasis on identifying those concepts which remain relevant tor strategic thinking in the 21st century. Next, we review some of the current literature pertaining to certain functional areas of marketing (e.g., product decisions) and identify key issues (e.g. brand equity) relevant to strategic planning. We discuss alternative theories of the firm, which provide a basis for placing marketing activities within the broader context of corporate strategy. Finally, we discuss some emerging trends and areas of inquiry that will be relevant to marketing strategy in the future.

Affiliation: John Cook School of Business, Saint Louis University, USA
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Item Type: Article
Subjects: Marketing
Depositing User: LRC ISB
Date Deposited: 13 Jun 2015 10:06
Last Modified: 13 Jun 2015 20:52
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