Scope of Strategic Marketing

Topics:
Marketing Communications,
Marketing Strategy
Tags:
John Wiley & Sons Inc.,
Marketing,
Marketing Research
Source:
John Wiley & Sons

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Overview: The challenge of strategic marketing is to manage marketing complexity, customer and stakeholder expectations and to reconcile the influences of a changing environment in the context of a set of resource capabilities. It is also necessary to create strategic opportunities and to manage the concomitant changes required within the organization. In this world of marketing, organizations seek to maximize returns to shareholders by creating a competitive advantage in identifying, providing, communicating and delivering value to customers, broadly defined, and in the process developing long-term mutually satisfying relationships with those customers.

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Format: PDF | Size: 147KB | Date: Mar 2003 | Pages: 20

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