Developing Marketing Strategy: A Framework
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
:MCB UP Ltd
Copyright © 1987, MCB UP Limited