Abstract
Marketing strategy has not kept up with the evolution in corporate strategic management. Marketing strategies tend to be designed and executed at the business and functional levels of the organization. Marketing endeavors have not been integrated well to the mission and goals of the firm, and corporate strategy has overlooked marketing because of corporate planning’s predominate “domain" orientation. Marketing must take on a more corporate “navigational" role and use the inherent strategic elements of the marketing mix to establish corporate-wide “corporate marketing strategy."
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Aaby, NE. (2015). Making Marketing Strategy More Corporate. In: Bahn, K. (eds) Proceedings of the 1988 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17046-6_46
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DOI: https://doi.org/10.1007/978-3-319-17046-6_46
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