Abstract
The traditional paradigms of marketing are expanding to incorporate negotiated exchanges with internal and external coalitions in the pursuit of competitive advantage. This paper explores the implications of a broader paradigm for setting priorities in research and theory development in strategic marketing. These priorities build on conceptual and methodological strengths within marketing. The perspective taken in this paper also contributes to the continuing dialogue about the appropriate role for the marketing function in addressing strategic issues.
Keywords
Perspective (graphical)MarketingBusinessFunction (biology)Marketing researchMarketing managementStrategic marketingMarketing strategyConceptual frameworkSociologyComputer science
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Publication Info
- Year
- 1983
- Type
- article
- Volume
- 47
- Issue
- 4
- Pages
- 79-89
- Citations
- 454
- Access
- Closed
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Cite This
George S. Day,
Robin Wensley
(1983).
Marketing Theory with a Strategic Orientation.
Journal of Marketing
, 47
(4)
, 79-89.
https://doi.org/10.1177/002224298304700409
Identifiers
- DOI
- 10.1177/002224298304700409