Managing Strategic Scope

Gordon R. Foxall ()
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Gordon R. Foxall: Cardiff University

Chapter 4 in The Theory of the Marketing Firm, 2021, pp 81-115 from Springer

Abstract: Abstract The scope of the marketing firm is determined by the range of marketing mixes it employs in its creation of a consumerate. This range is determined by the complexity of its marketing mixes and the extensiveness of its consumer base. The marketing firm’s scope reflects also the activities included in its fundamental functions: the creation of marketing intelligence (CMI), the formulation of marketing strategy (FMS) and the generation and management of a portfolio of marketing mixes (marketing mix management or MMM). The marketing firm seeks to identify instances of marketing incompleteness and to move, through the management of strategic scope, towards a state of marketing completion. Hence, it employs marketing specialisation in order to assemble and encapsulate entrepreneurial marketing assets and to employ them in creating a consumerate.

Keywords: Strategic process; Marketing inauguration; Market incompleteness; Marketing incompleteness; Creation of marketing intelligence; Formulation of marketing strategy; Marketing mix management; Portfolio of marketing mixes; Marketing specialisation; Entrepreneurial encapsulation (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-030-86106-3_4

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DOI: 10.1007/978-3-030-86106-3_4

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