Strategic Marketing and Marketing Strategy

J. of the Acad. Mark. Sci. (2010) 38:119–140 DOI 10.1007/s11747-009-0176-7

CONCEPTUAL/THEORETICAL PAPER

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

Received: 20 April 2009 / Accepted: 24 September 2009 / Published online: 28 October 2009 # Academy of Marketing Science 2009

Abstract 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 of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of organizational, inter-organizational and environmental phenomena concerned with (1) 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 (2) the general management responsibilities associated with the boundary spanning role of the marketing function in organizations. At the broadest level, marketing strategy can be defined as an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers in exchanges with the organization and thereby enables the organization to achieve specific objectives. Chief among the issues that are fundamental to strategic marketing as a field of study are the questions of how the marketing strategy of a

business is influenced by demand side factors and supply side factors. Keywords Strategic marketing . Marketing strategy . Competitive marketing strategy . Market strategy

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