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The past, present, and future of marketing strategy

Author

Listed:
  • Sibel Sozuer

    (Columbia University)

  • Gregory S. Carpenter

    (Northwestern University)

  • Praveen K. Kopalle

    (Dartmouth College)

  • Leigh M. McAlister

    (University of Texas at Austin)

  • Donald R. Lehmann

    (Columbia University)

Abstract

This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.

Suggested Citation

  • Sibel Sozuer & Gregory S. Carpenter & Praveen K. Kopalle & Leigh M. McAlister & Donald R. Lehmann, 2020. "The past, present, and future of marketing strategy," Marketing Letters, Springer, vol. 31(2), pages 163-174, September.
    • Handle: RePEc:kap:mktlet:v:31:y:2020:i:2:d:10.1007_s11002-020-09529-5
    DOI: 10.1007/s11002-020-09529-5
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    References listed on IDEAS

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    Cited by:

    1. Yu Ding & Wayne S. DeSarbo & Dominique M. Hanssens & Kamel Jedidi & John G. Lynch & Donald R. Lehmann, 2020. "The past, present, and future of measurement and methods in marketing analysis," Marketing Letters, Springer, vol. 31(2), pages 175-186, September.
    2. Kopalle, Praveen K. & Lehmann, Donald R. & Ramachandran, Divya & Wetzels, Ruud, 2025. "Journal of Business Research Publications 1973–2024: Topics, methodological approaches, data, and analyses conducted," Journal of Business Research, Elsevier, vol. 194(C).
    3. Tuğba Yeğin & Muhammad Ikram, 2022. "Performance Evaluation of Green Furniture Brands in the Marketing 4.0 Period: An Integrated MCDM Approach," Sustainability, MDPI, vol. 14(17), pages 1-32, August.
    4. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2022. "A Conceptual Framework for Creating Brand Management Strategies," Businesses, MDPI, vol. 2(4), pages 1-16, December.
    5. Tuğba Yeğin & Muhammad Ikram, 2022. "Developing a Sustainable Omnichannel Strategic Framework toward Circular Revolution: An Integrated Approach," Sustainability, MDPI, vol. 14(18), pages 1-25, September.
    6. Allan Cid & Pierre Blanchet & François Robichaud & Nsimba Kinuani, 2023. "A Sectorial Validation and Application of a Conceptual Framework for Creating a Brand Management Strategy," Businesses, MDPI, vol. 3(3), pages 1-17, July.

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