Munich Personal RePEc Archive
Strategic Marketing. A literature assessment
on deп¬Ѓnitions, concepts and boundaries
Autonomous University of Barcelona, SBS Swiss Business School
Online by http://mpra.ub.uni-muenchen.de/41840/
MPRA Paper Number 41840, placed 9. March 2012 twenty: 07 UTC
WORKING CONVENTIONAL PAPER. JM-A1-2006
A LITERATURE REVIEW ON DEFINITIONS,
CONCEPTS AND BOUNDARIES.
Doctor Jorge Mongay
Autonomous College or university of Barcelona (UAB)
SBS Swiss Business University
OPERATING PAPER. JM-A1-2006
1 ) Definitions of strategic marketing
2 . Facets of Strategic Advertising
3. Elements in Proper Marketing
4. Elements of Web marketing strategy
5. Intersections with other folks disciplines
your five. 1 .
Area between Tactical Marketing and Promoting Tactics
five. 2 .
Intersection between Proper Marketing and Corporate and business Strategy
How does it Ideal Marketing fit into Corporate Approach?
6. Last conclusions with the paper
WORKING DAILY NEWS. JM-A1-2006
1 ) STRATEGIC MARKETING AND ITS DEFINITIONS
Although many authors speak about some elements of Strategic Marketing, here is included a list of explanations of the term. Some writers appear in diverse years ( for example , Jain), It is understand that they have added new comments or expanded the term following the years. The table as well as the definitions have been completely ordered by year of publication.
" Ideal marketing because seen as a procedure consisting of:
examining environmental, marketplace competitive and business
elements affecting the organization and its sections,
industry opportunities and threats and forecasting
future trends running a business areas of curiosity for the enterprise, and
corporate and business unit strategies. Selecting market goal strategies for the product-markets in each business unit,
creating marketing targets
and also developing,
positioning tactics in order to satisfy market concentrate on needsвЂќ. Ubertrieben kritisch
" a statement in very standard terms showing how the advertising
objective shall be achieved, at the. g. acquiring a competitive
company, simply by price savings, by item improvement, or by
extensive advertising. The strategy turns into the basis with the
" The role of strategic promoting is to lead the firm towards appealing economic opportunities, that is, possibilities that are designed to their resources and know how and give a
potential for growth and profitabilityвЂќ.
" the establishment of the objective or reason for a strategic
organization unit plus the means by which usually it is to be performed
trough supervision of the advertising function"
organization is definitely an essential starting
point in making a
" Although explanations for the word vary, we all define promoting
WORKING PAPER. JM-A1-2006
as a consistent, appropriate and feasible group of
principles through which a particular company hopes to
achieve its long-run customer and profit objectives in a
particular competitive environmentвЂќ.
" although marketing has basically a great strategic conception of the providing activity, we all use to separate strategic advertising operational promoting, depending on long term
situational evaluation and likely evolution from the markets and the environment, with the goal of detecting chances
which can build objectivesвЂќ
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