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Strategic Marketing. A literature review on definitions, concepts and boundaries

Author

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  • Mongay, Jorge

Abstract

Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years (for example Jain). This paper analyzes new approaches of the term STRATEGIC MARKETING or MARKETING STRATEGY and its evolution through the years.

Suggested Citation

  • Mongay, Jorge, 2006. "Strategic Marketing. A literature review on definitions, concepts and boundaries," MPRA Paper 41840, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:41840
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    File URL: https://mpra.ub.uni-muenchen.de/41840/1/MPRA_paper_41840.pdf
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    References listed on IDEAS

    as
    1. Jain, Subhash C., 1983. "The evolution of strategic marketing," Journal of Business Research, Elsevier, vol. 11(4), pages 409-425, December.
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    More about this item

    Keywords

    Marketing; strategy;

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate
    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • O21 - Economic Development, Innovation, Technological Change, and Growth - - Development Planning and Policy - - - Planning Models; Planning Policy

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