Munich Personal RePEc Archive

Strategic Marketing. A literature review on definitions, concepts and boundaries

Mongay, Jorge (2006): Strategic Marketing. A literature review on definitions, concepts and boundaries.

[img]
Preview
PDF
MPRA_paper_41840.pdf

Download (482Kb) | Preview

Abstract

Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years (for example Jain). This paper analyzes new approaches of the term STRATEGIC MARKETING or MARKETING STRATEGY and its evolution through the years.

UB_LMU-Logo
MPRA is a RePEc service hosted by
the Munich University Library in Germany.