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A Model of Strategic Marketing Decision Premises

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  • Linus Osuagwu

Abstract

The paper utilized some relevant empirical and conceptual works in extant literature to sketch a model of the relations among marketing environment, strategic marketing decisions and effectiveness. The paper reveals that some forms of supports exist in extant literature regarding the impacts of marketing environment on strategic marketing decisions and effectiveness, and impacts of strategic marketing decisions on strategic marketing effectiveness. However, relevant extant literature seems to have ignored the impacts of strategic marketing decisions on marketing environment. Also, relevant extant literature contains some gaps regarding the impacts of strategic marketing effectiveness on marketing environment and strategic marketing decisions. The paper concludes that these important relationships in strategic marketing decisions, omitted in extant literature, should be incorporated for a more comprehensive understanding of the relevant issues in strategic management decisions. The paper proposes an empirical research agenda to test the model in some business functions, sectors, cultures, contexts or premises.

Suggested Citation

  • Linus Osuagwu, 2016. "A Model of Strategic Marketing Decision Premises," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(3), pages 145-153, June.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:3:p:145-153
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    References listed on IDEAS

    as
    1. Jeffrey S. Bracker & Barbara W. Keats & John N. Pearson, 1988. "Planning and financial performance among small firms in a growth industry," Strategic Management Journal, Wiley Blackwell, vol. 9(6), pages 591-603, November.
    2. Jeffre Y. S. Bracker & John N. Pearson, 1986. "Planning and financial performance of small, mature firms," Strategic Management Journal, Wiley Blackwell, vol. 7(6), pages 503-522, November.
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    More about this item

    Keywords

    decision premises; marketing effectiveness; marketing environment; marketing models; strategic marketing;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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