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Managing Strategic Scope

In: The Theory of the Marketing Firm

Author

Listed:
  • Gordon R. Foxall

    (Cardiff University)

Abstract

The scope of the marketing firm is determined by the range of marketing mixes it employs in its creation of a consumerate. This range is determined by the complexity of its marketing mixes and the extensiveness of its consumer base. The marketing firm’s scope reflects also the activities included in its fundamental functions: the creation of marketing intelligence (CMI), the formulation of marketing strategy (FMS) and the generation and management of a portfolio of marketing mixes (marketing mix management or MMM). The marketing firm seeks to identify instances of marketing incompleteness and to move, through the management of strategic scope, towards a state of marketing completion. Hence, it employs marketing specialisation in order to assemble and encapsulate entrepreneurial marketing assets and to employ them in creating a consumerate.

Suggested Citation

  • Gordon R. Foxall, 2021. "Managing Strategic Scope," Springer Books, in: The Theory of the Marketing Firm, chapter 4, pages 81-115, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-86106-3_4
    DOI: 10.1007/978-3-030-86106-3_4
    as

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