عنوان انگلیسی مقاله:

Marketing strategy: From the origin of the concept to the development of a conceptual framework

ترجمه عنوان مقاله: استراتژی بازاریابی: از خاستگاه مفهوم به توسعه یک چارچوب مفهومی

رشته: بازاریابی

سال انتشار: 2012

تعداد صفحات مقاله انگلیسی: 27 صفحه

منبع: Emerald

نوع فایل: pdf

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چکیده مقاله

Purpose: The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice.

Design/methodology/approach: The paper takes the form of an intensive literature review tracing the three streams of marketing strategy terms and concepts from their roots in the literatures of early marketing management, managerial economics and corporate management to the present.

Findings: Along with marketing ideas, strategy concepts from managerial economics and from corporate management were absorbed directly into the corpus of strategic marketing thought. These three streams of research have converged into the current state of marketing strategy – an eclectic mixture of both complementary and conflicting strategic approaches, terms and concepts. By systematically following the evolutionary development of major contributions to strategic marketing thought and by redefining terms and refining concepts the various approaches to strategy can be integrated into a comprehensive conceptual framework for organizing and choosing among individual marketing strategies.

Originality/value: The framework offers conceptual and practical value. It provides a researcher with a consistent set of terms and concepts to build upon. The framework also provides a strategic toolkit for the marketing manager, based upon organizational and environmental conditions, to choose from among the feasible alternatives the most effective marketing strategy to achieve management’s goal(s).

Keywords: History of marketing thought, Business strategy, Marketing strategy, Management strategy, Marketing management strategy, Strategic marketing, Segmentation, Targeting, Marketing mix

Type: Research paper

مقدمه مقاله

Using an appropriate marketing strategy is a critical element for business success. Choosing an effective strategy requires knowledge of what various alternative marketing strategies exist and understanding how they work under varying environmental and organizational conditions. To find the answers, several marketing strategy originate? Who are the key scholars who developed the basic strategic terms and concepts? What is the current state of marketing strategy? Why did strategic terms and concepts become so inconsistent and contradictory? How can amarketing strategy be improved? The purpose of this article in addressing thesequestions is to use the history of marketing thought to inform current marketing research and practice. Developments in marketing thought are used to organize the various isolated strategic approaches into a logically coherent framework.

 

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