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Marketing strategy: an assessment of the state of the field and outlook

An assessment of the state of the field of marketing strategy research and the outlook for the future is provided. Using institutional theory, an organizing framework is developed to serve as a road map for assessing research in marketing strategy. This assessment of the state of the field, based on a review of extant literature, suggests that significant strides in conceptual development and empirical research have been achieved in a number of areas. Several recent developments in the business world, including deconglomeration and increased organizational focus on managing and leveraging market-based assets such as brand equity and customer equity, suggest that marketing is likely to play a more important role in charting the strategic direction of the firm. However, the theoretical contributions of the field to the academic dialogue on strategy leave much to be desired.Hardcopy

Ketersediaan

Call NumberLocationAvailable
IM1700505PSB lt.dasar - Pascasarjana1
Penerbit Academy of Marketing Science.,
Edisi -
Subjek Market research
Market strategy
Impact analysis
Business community
studies
Trends
ISBN/ISSN -
Klasifikasi -
Deskripsi Fisik -
Info Detail Spesifik -
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