The past, present, and future of marketing strategy

Sibel Sozuer*, Gregory S. Carpenter, Praveen K. Kopalle, Leigh M. McAlister, Donald R. Lehmann

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

6 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)163-174
Number of pages12
JournalMarketing Letters
Issue number2-3
StatePublished - Sep 1 2020


  • Corporate strategies
  • Market orientation
  • Marketing accountability
  • Marketing function
  • Marketing management
  • Marketing strategy

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


Dive into the research topics of 'The past, present, and future of marketing strategy'. Together they form a unique fingerprint.

Cite this