Abstract
This paper highlights differences between business strategy and marketing strategy. Six taxonomies of business and marketing strategies are reviewed. The taxonomies contributions to the field of marketing are weighed in terms of their ability to focus on factors within the purview of marketing. The comparison indicates a need for further work toward the development of generic marketing strategies.
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Crespy, C.T., Miller, V.V. (2015). Toward a Taxonomy of Marketing Strategies: Issues and Evidence. In: Malhotra, N. (eds) Proceedings of the 1985 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-16943-9_55
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DOI: https://doi.org/10.1007/978-3-319-16943-9_55
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