The past, present, and future of marketing strategy

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

doi:10.1007/s11002-020-09529-5

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

Marketing

Research output: Contribution to journal › Article › peer-review

7 Scopus citations

Abstract

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 language	English (US)
Pages (from-to)	163-174
Number of pages	12
Journal	Marketing Letters
Volume	31
Issue number	2-3
DOIs	https://doi.org/10.1007/s11002-020-09529-5
State	Published - Sep 1 2020

Keywords

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

ASJC Scopus subject areas

Business and International Management
Economics and Econometrics
Marketing

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10.1007/s11002-020-09529-5

Cite this

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AU - Carpenter, Gregory S.

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AB - 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.

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KW - Marketing accountability

KW - Marketing function

KW - Marketing management

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The past, present, and future of marketing strategy

Abstract

Keywords

ASJC Scopus subject areas

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