EconPapers    
Economics at your fingertips  
 

The past, present, and future of marketing strategy

Sibel Sozuer (), Gregory S. Carpenter, Praveen K. Kopalle, Leigh M. McAlister and Donald R. Lehmann
Additional contact information
Sibel Sozuer: Columbia University
Gregory S. Carpenter: Northwestern University
Praveen K. Kopalle: Dartmouth College
Leigh M. McAlister: University of Texas at Austin
Donald R. Lehmann: Columbia University

Marketing Letters, 2020, vol. 31, issue 2, No 6, 163-174

Abstract: Abstract This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.

Keywords: Marketing strategy; Corporate strategies; Market orientation; Marketing management; Marketing function; Marketing accountability (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://link.springer.com/10.1007/s11002-020-09529-5 Abstract (text/html)
Access to full text is restricted to subscribers.

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:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09529-5

Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies

DOI: 10.1007/s11002-020-09529-5

Access Statistics for this article

Marketing Letters is currently edited by Joel Steckel and Peter Golder

More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla ().

 
Page updated 2020-09-12
Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09529-5