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Marketing Letters

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04-07-2020

The past, present, and future of marketing strategy

Authors: Sibel Sozuer, Gregory S. Carpenter, Praveen K. Kopalle, Leigh M. McAlister, Donald R. Lehmann

Published in: Marketing Letters | Issue 2-3/2020

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Abstract

This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.

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Title: The past, present, and future of marketing strategy
Authors: Sibel Sozuer
Gregory S. Carpenter
Praveen K. Kopalle
Leigh M. McAlister
Donald R. Lehmann
Publication date: 04-07-2020
Publisher: Springer US
Published in: Marketing Letters / Issue 2-3/2020
Print ISSN: 0923-0645
Electronic ISSN: 1573-059X
DOI: https://doi.org/10.1007/s11002-020-09529-5

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