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- Title
Marketing Strategy: New Directions for Theory and Research.
- Authors
Wind, Yoram; Robertson, Thomas S.
- Abstract
New directions for marketing strategy are proposed, aimed at overcoming the current limitations of marketing theory. An integrated strategic marketing planning approach is offered, together with a pilot application of the process. The paper concludes with an agenda for research on marketing strategy.
- Subjects
MARKETING strategy; MARKETING research; STRATEGIC planning; BUSINESS planning; MARKETING management; MARKET orientation; MARKETING literature; RISK assessment; STRATEGIC business units; EDUCATION
- Publication
Journal of Marketing, 1983, Vol 47, Issue 2, p12
- ISSN
0022-2429
- Publication type
Article
- DOI
10.1177/002224298304700203