Marketing Strategy: New Directions for Theory and Research
Open Access
- 1 April 1983
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing
- Vol. 47 (2) , 12-25
- https://doi.org/10.1177/002224298304700203
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.Keywords
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