Introduction to Strategic Marketing

Emmanuel Mogaji ()
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Emmanuel Mogaji: Keele University

Chapter Chapter 2 in Strategic Marketing Management, 2025, pp 13-32 from Springer

Abstract: Abstract This chapter introduces the foundational principles of strategic marketing, emphasizing its role in aligning marketing efforts with broader organizational objectives to achieve long-term success. It explores how strategic marketing differs from traditional, tactical marketing by focusing on integration, foresight, and customer value creation. The chapter highlights the importance of aligning marketing activities with the organization’s vision, mission, and strategic goals, and examines the risks associated with misalignment, such as wasted resources, brand inconsistency, and reduced competitiveness. Through an updated definition, it incorporates contemporary influences like technological advancements, ethical responsibilities, and geopolitical dynamics. Readers are encouraged to adopt a strategic marketing mindset, recognizing their individual role in shaping business performance, innovation, and competitive advantage. The chapter lays the groundwork for subsequent topics by reinforcing marketing’s strategic function and preparing readers to delve deeper into customer insights, external environment analysis, and value-driven decision-making in the chapters that follow.

Keywords: Strategic marketing alignment; Competitive advantage; Market orientation; Organizational objectives (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-031-99367-1_2

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DOI: 10.1007/978-3-031-99367-1_2

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