An Understanding of Marketing Strategy

Abstract

Investigates the understanding of marketing strategy and the differentiation and clarification of concepts used in conjunction with it. Carries out a search of the literature revealing a wide variation in the understanding of marketing strategy. Develops a process for defining marketing strategy using three key levels: the overall strategic planning of the company; a framework developed from this from which marketing strategy should be developed; and the actual marketing strategy. Concludes that a firm needs to establish the strategic planning framework in defining its marketing strategy and its component parts. Suggests that failure to do so leads to ineffective definition, implementation and effectiveness of strategies.

Citation

Greenley, G.E. (1984), "An Understanding of Marketing Strategy", European Journal of Marketing, Vol. 18 No. 6/7, pp. 90-103. https://doi.org/10.1108/EUM0000000004794