IDEAS home Printed from https://ideas.repec.org/a/pcz/journl/v12y2015i1p59-76.html
   My bibliography  Save this article

The Strategic Marketing Function In Dynamic Markets

Author

Listed:
  • Tamas Koplyay

    (Université du Quebec en Outaouais)

  • Doug Lloyd

    (Szent István University, Hungary)

  • Abdelkader Jazouli

    (Szent István University, Hungary)

  • Brian Mitchel

    (Szent István University, Hungary)

Abstract

Marketing has a glamorous role in the business world. It is at the forefront of the firm-market interaction, it represents the best compensated activity in an organization. Marketing assumes a leadership role in the firm and sets the tone of the strategic plans. The approach and strategies seen in marketing throughout the market lifecycle are influenced by factors and players, which significantly curtail its role and circumscribe its influence. This article examines the evolution, along the market lifecycle, of marketing’s role and spheres of influence, and proposes two predictive mechanisms that allow for the estimation of “tipping points” for the different characteristics that define the marketing profile along the lifecycle. We introduce the big bang model of market dynamics and examine the behavior of the marketing function depending where the firm is relative to sink holes, transient and steady states and how the market is pulsing defines the marketing priorities. The article further identifies the factors circumscribing the functions and freedoms of marketing along the lifecycle in hi-tech, to develop a clear picture of the various roles that marketing plays as the firm proceeds along the lifecycle from incubation to market maturity.

Suggested Citation

  • Tamas Koplyay & Doug Lloyd & Abdelkader Jazouli & Brian Mitchel, 2015. "The Strategic Marketing Function In Dynamic Markets," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 59-76, DEcember.
    • Handle: RePEc:pcz:journl:v:12:y:2015:i:1:p:59-76
    as

    Download full text from publisher

    File URL: http://pjms.zim.pcz.pl/PDF/PJMS121/The%20Strategic%20Marketing%20Function%20in%20Dynamic%20Markets.pdf
    Download Restriction: no
    File URL: http://www.pjms.zim.pcz.pl/-articles-1.php
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mariana Man & Vladimir Modrak & Ioan Constantin Dima & Piotr Pachura, 2011. "The Cost For The Entire Life Cycle Of The Product Respecting Quality Standards," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 4(1), pages 1-238, September.
    2. Paula Bajdor, 2013. "Cause Related Marketing As One Of The Sustainable Marketing’S Dimensions – The Essence And Practical Examples," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 7(1), pages 89-100, June.
    3. Jaros³aw Kaczmarek, 2014. "Measurement Of Creating Corporate Value For Shareholders – Development Of Measurements And Improvement Of Management Competence And Skills," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 9(1), pages 72-83, June.
    4. Agata Mesjasz-Lech, 2014. "The Use Of It Systems Supporting The Realization Of Business Processes In Enterprises And Supply Chains In Poland," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 10(2), pages 94-103, December.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Daniela Petrikova & Tatiana Sorokova, 2016. "Managerial And Entrepreneurial Skills As Determinants Of Business," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 14(1), pages 184-194, December.
    2. Mariana Man & Bogdan Răvaş, 2017. "Implications of Lean Manufacturing on Management Accounting in Romanian Organisations," Annals of the University of Petrosani, Economics, University of Petrosani, Romania, vol. 17(1), pages 155-168.
    3. Damian Pastor & Pavel Kisela & Viliam Kovac & Tomas Sabol & Viliam Vajda, 2015. "Application Of Market Valuation Models In Portfolio Management," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 154-165, DEcember.
    4. Jacek Karcz & Sylwia Gaik & Natalia Jêdrzejas, 2014. "Outsourcing Of Information Technology Services Based On Processes In The Chosen Automotive Company," Advanced Logistic systems, University of Miskolc, Department of Material Handling and Logistics, vol. 8(1), pages 57-66, December.
    5. Ewa Ziemba & Monika Eisenbardt, 2015. "Examining Prosumers’ Participation In Business Processes," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 219-229, DEcember.
    6. Jarosław Kaczmarek, 2019. "The Mechanisms of Creating Value vs. Financial Security of Going Concern—Sustainable Management," Sustainability, MDPI, vol. 11(8), pages 1-24, April.
    7. Peter Holcsik & Judith Pálfi & Miklos Tompa & Janusz Grabara & Zsolt Čonka & Michal Kolcun & Mihai Avornicului & Karol Jędrasiak, 2020. "Management of Smart Switchboard Placement to Enhance Distribution System Reliability," Energies, MDPI, vol. 13(6), pages 1-13, March.
    8. Beata Zatwarnicka-Madura & Dusan Malindzak, 2015. "The Position Of Marketing Within A Macro-Logistic Model Of The Company," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 209-218, DEcember.
    9. Tomasz Szczepanik & Beata Skowron-Grabowska & Joanna Nowakowska-Grunt & Anna Brzozowska, 2017. "The Application of Computer Systems Used in Logistics Centres by Courier Companies," Management, University of Primorska, Faculty of Management Koper, vol. 12(2), pages 145-153.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pcz:journl:v:12:y:2015:i:1:p:59-76. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Paula Bajdor (email available below). General contact details of provider: https://edirc.repec.org/data/wzpczpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.