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Corporate Strategy and the Role of Navigational Marketing

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 October 1989


Marketing, the discipline, has failed to deliver on its promise as a central corporate philosophy because it has failed to adapt its concepts to corporate concerns. Marketing has ignored non‐customer stakeholders and is less influential on corporate strategy than a decade ago. A framework is provided and examples of how better to integrate marketing into corporate‐wide concerns are presented. It is argued that to accomplish this, corporate management must take on a navigational dimension and marketing must make its mix tools relevant above the business unit level.



Aaby, N. and McGann, A.F. (1989), "Corporate Strategy and the Role of Navigational Marketing", European Journal of Marketing, Vol. 23 No. 10, pp. 18-31.




Copyright © 1989, MCB UP Limited