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literature review of marketing stategies
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Munich Personal RePEc Archive

Strategic Marketing. A literature review on definitions, concepts and boundaries
Jorge Mongay
Autonomous University of Barcelona, SBS Swiss Business School

2006

Online at http://mpra.ub.uni-muenchen.de/41840/
MPRA Paper No. 41840, posted 9. October 2012 20:07 UTC

WORKING PAPER. JM-A1-2006

STRATEGIC MARKETING:
A LITERATURE REVIEW ON DEFINITIONS,
CONCEPTS AND BOUNDARIES.

Dr. Jorge Mongay
Autonomous University of Barcelona (UAB)
&
SBS Swiss Business School

1

WORKING PAPER. JM-A1-2006

Summary

1. Definitions of strategic marketing
2. Aspects of Strategic Marketing
3. Factors in Strategic Marketing
4. Elements of Marketing Strategy
5. Intersections with others disciplines
5.1.

Intersection between Strategic Marketing and Marketing Tactics

5.2.

Intersection between Strategic Marketing and Corporate Strategy

5.3.

How does it Strategic Marketing fit into Corporate Strategy?

6. Final conclusions of the paper
7. References

2

WORKING PAPER. JM-A1-2006

1. STRATEGIC MARKETING AND ITS DEFINITIONS

Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years ( for example, Jain), It is understand that they have added new comments or redefined the term after the years. The table and the definitions have been ordered by year of publication.

Author

Year

Definition

Drucker

1973

“ Strategic marketing as seen as a process consisting of: analyzing environmental, market competitive and business factors affecting the corporation and its business units, identifying market opportunities and threats and forecasting

future trends in business areas of interest for the enterprise , and participating

in

setting

objectives

and

formulating

corporate and business unit strategies. Selecting market target strategies for the
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