THE STRATEGIC MARKETING FUNCTION IN DYNAMIC MARKETS

Tamas Koplyay, Doug Lloyd (), Abdelkader Jazouli and Brian Mitchel
Additional contact information
Tamas Koplyay: Université du Quebec en Outaouais
Doug Lloyd: Szent István University, Hungary
Abdelkader Jazouli: Szent István University, Hungary
Brian Mitchel: Szent István University, Hungary

Polish Journal of Management Studies, 2015, vol. 12, issue 1, 59-76

Abstract: Marketing has a glamorous role in the business world. It is at the forefront of the firm-market interaction, it represents the best compensated activity in an organization. Marketing assumes a leadership role in the firm and sets the tone of the strategic plans. The approach and strategies seen in marketing throughout the market lifecycle are influenced by factors and players, which significantly curtail its role and circumscribe its influence. This article examines the evolution, along the market lifecycle, of marketing’s role and spheres of influence, and proposes two predictive mechanisms that allow for the estimation of “tipping points” for the different characteristics that define the marketing profile along the lifecycle. We introduce the big bang model of market dynamics and examine the behavior of the marketing function depending where the firm is relative to sink holes, transient and steady states and how the market is pulsing defines the marketing priorities. The article further identifies the factors circumscribing the functions and freedoms of marketing along the lifecycle in hi-tech, to develop a clear picture of the various roles that marketing plays as the firm proceeds along the lifecycle from incubation to market maturity.

Keywords: marketing function evolution; marketing tipping points; lifecycle model; big bang model; market dynamics (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://pjms.zim.pcz.pl/PDF/PJMS121/The%20Strategic ... ynamic%20Markets.pdf (application/pdf)
http://www.pjms.zim.pcz.pl/-articles-1.php (text/html)

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:pcz:journl:v:12:y:2015:i:1:p:59-76

Access Statistics for this article

More articles in Polish Journal of Management Studies from Czestochowa Technical University, Department of Management Contact information at EDIRC.
Bibliographic data for series maintained by Paula Bajdor ().