Chapter 17 Marketing strategy models

Publisher Summary Despite the advances in the sophistication and proliferation of marketing-science models, relatively few true marketing strategy models have been developed, and those that have been developed generally had limited impact on management. The gap between management needs (for models that help them generate, evaluate and implement better marketing strategies) and the available models (especially non-traditional) is narrowing. As the environment and the characteristics of successful businesses are changing, the nature of the marketing paradigm, and the nature of desired marketing strategy models is changing as well.