Marketing Strategy: New Directions for Theory and Research

1983304 citationsJournal Article

Authors

Thomas S. Robertson · University of the Arts

Abstract

New directions for marketing strategy are proposed, aimed at overcoming the current limitations of marketing theory. An integrated strategic marketing planning approach is offered, together with a pilot application of the process. The paper concludes with an agenda for research on marketing strategy.

Topics & Keywords

Customer Service Quality and Loyalty Consumer Retail Behavior Studies Consumer Market Behavior and Pricing

Publication Details

Published in: Journal of Marketing

Volume 47, Issue 2, pp. 12-25

DOI: 10.1177/002224298304700203

Field-Weighted Citation Impact: 19.75

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Marketing Strategy: New Directions for Theory and Research

Authors

Abstract

Topics & Keywords

Publication Details