Abstract
New directions for marketing strategy are proposed, aimed at overcoming the current limitations of marketing theory. An integrated strategic marketing planning approach is offered, together with a pilot application of the process. The paper concludes with an agenda for research on marketing strategy.
Keywords
MarketingMarketing strategyMarketing researchBusinessMarketing managementProcess (computing)Marketing mixStrategic marketingProcess managementComputer science
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Publication Info
- Year
- 1983
- Type
- article
- Volume
- 47
- Issue
- 2
- Pages
- 12-25
- Citations
- 303
- Access
- Closed
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Cite This
Yoram Wind,
Thomas S. Robertson
(1983).
Marketing Strategy: New Directions for Theory and Research.
Journal of Marketing
, 47
(2)
, 12-25.
https://doi.org/10.1177/002224298304700203
Identifiers
- DOI
- 10.1177/002224298304700203