论文信息 - The Contributions of Marketing To Strategic Management

The Contributions of Marketing To Strategic Management

Marketing helps strategic management at a philosophical, conceptual, and methodological level. Theory-building contributions are few. The marketing concept stresses that customers are the focal point of strategy. Marketing defines the environment in terms that customers think are important. Segmentation partitions customers into groups with common needs and the positioning concept frames strategic choke as decisions about which segments to serve and with whom to compete. An emerging theory of market evaluation helps dynamic analysis of customers, competitors, and strategic choices.

E. Biggadike | E. Ralph Biggadike

[1] Shelby D. Hunt,et al. Marketing theory : conceptual foundations of research in marketing , 1977 .

[2] Victor J. Cook,et al. Validity of the Product Life Cycle , 1969 .

[3] R. D. Buzzell,et al. Product life cycles , 1969 .

[4] D. Abell,et al. Defining the Business: The Starting Point of Strategic Planning , 1980 .

[5] J. L. Bower,et al. Business policy: text and cases , 1973 .

[6] Charles W. Hofer. Toward a Contingency Theory of Business Strategy , 1975 .

[7] John G. Myers,et al. The Effectiveness of Marketing's “R&D” for Marketing Management: An Assessment , 1979 .

[8] T. Levitt. EXPLOIT THE PRODUCT LIFE CYCLE , 1965 .

[9] Strategic market analysis : top-down and bottom-up approaches , 1980 .

[10] Ben M. Enis,et al. Extending the product life cycle , 1977 .

[11] W. E. Cox,et al. Product Life Cycles as Marketing Models , 1967 .

[12] Paul E. Green,et al. Multidimensional scaling and related techniques in marketing analysis , 1971 .

[13] Yoram Wind,et al. Issues and Advances in Segmentation Research , 1978 .