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Developing Marketing Strategy: A Framework

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 January 1987

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Abstract

Strategic marketing is linked to marketing management. The process is presented by a model, the framework of which can be used for understanding the interrelationships between strategic and practice/implementation considerations within marketing. An attempt is made to synthesise existing knowledge on strategic and practice/implementation linkages with a view to identifying fruitful areas for additional research.

Keywords

Citation

Jain, S.C. and Punj, G. (1987), "Developing Marketing Strategy: A Framework", Marketing Intelligence & Planning, Vol. 5 No. 1, pp. 34-39. https://doi.org/10.1108/eb045745

Publisher

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MCB UP Ltd

Copyright © 1987, MCB UP Limited

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