Orchestration of the Marketing Strategy under Competitive Dynamics

Prof Rajagopal

No 2010-02-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: Constructing suitable marketing strategy and implementing it effectively is an art and science both like orchestration of a symphony. The discussion in this paper blends this analogy with the science of marketing demonstrating the levels of strategy development in a competitive marketplace. The paper presents the marketing-mix in contemporary context and argues that performance of a marketing firm can be maximized, when a firm develops a creative marketing strategy and achieves marketing strategy implementation effectiveness. The discussion in the paper reveals that marketing managers of different levels simultaneously operate within the firm and perceive the need for strategy development with varied preferences. A consequence of this is development of robust strategies and their effective implementation which, in turn, leads to increased market performance. Thus, it is important for researchers to investigate various strategy integration perspectives and this paper provides guidance by reviewing the existing literature.

Keywords: Marketing strategy; strategy integration; marketing-mix; customer value; strategy implementation; market competition; risk factors; brand building; customer centric strategy; routes to market (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010-12
New Economics Papers: this item is included in nep-cse and nep-mkt
References: Add references at CitEc
Citations:

Downloads: (external link)
http://alejandria.ccm.itesm.mx/egap/documentos/2010-02-MKT.pdf (application/pdf)
Our link check indicates that this URL is bad, the error code is: 500 Can't connect to alejandria.ccm.itesm.mx:80 (No such host is known. )

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ega:wpaper:201002

Access Statistics for this paper

More papers in Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México Contact information at EDIRC.
Bibliographic data for series maintained by Amaranta Arroyo ( this e-mail address is bad, please contact ).