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The past, present, and future of marketing strategy

Sibel Sozuer (), Gregory S. Carpenter, Praveen K. Kopalle, Leigh M. McAlister and Donald R. Lehmann
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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
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DOI: 10.1007/s11002-020-09529-5

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