Marketing management, market strategy and strategic management: Domain realignment and redefinition

Nigel F. Piercy, Lloyd C. Harris, Linda D. Peters, Nikala Lane

Research output: Contribution to journalArticlepeer-review

Abstract

This paper is concerned with an important problem in designing and delivering educational and training programmes in the areas of strategic marketing and strategic management. This problem is how to handle the interface between the two fields. The paper voices a concern that traditional approaches neglect important issues emerging in the real world of business and lack a clear rationale for differentiating issues of marketing from issues of strategy. A practical structure is proposed to facilitate this aspect of course design and to audit the interface between marketing and strategy in business organizations, based on work with company executives. We identify a number of implications of this model for marketing academics and for managers.

Original languageEnglish
Pages (from-to)50-62
Number of pages13
JournalJournal of Strategic Marketing
Volume5
Issue number1
DOIs
Publication statusPublished - Mar 1997

Keywords

  • Marketing
  • Marketing education
  • Marketing training
  • Strategic management

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