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

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

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.

• Item Type: MPRA Paper
• Language: English
• Keywords: Marketing, strategy
• Subjects: A - General Economics and Teaching > A2 - Economic Education and Teaching of Economics > A23 - Graduate; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration; O - Economic Development, Innovation, Technological Change, and Growth > O2 - Development Planning and Policy > O21 - Planning Models ; Planning Policy

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