Process that allows organizations to concentrate limited resources on greatest opportunities
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Marketing strategy is an organization's promotional efforts to allocate its resources across a wide range of platforms and channels to increase its sales and achieve sustainable competitive advantage within its corresponding market.[1]
Strategic marketing emerged in the 1970s and 80s as a distinct field of study, branching out of strategic management. Marketing strategy highlights the role of marketing as a link between the organization and its customers, leveraging the combination of resources and capabilities within an organization to achieve a competitive advantage.[2]In recent years, the advent of digital marketing has revolutionized strategic marketing practices, introducing new avenues for customer engagement and data-driven decision-making.[3]
^Baker, Michael John (2008). The Strategic Marketing Plan Audit (2nd ed.). Cambridge Strategy Publications Limited. p. 3. ISBN 9781902433998. OCLC 699890791. Archived from the original on May 6, 2021. Retrieved May 5, 2021.
^Cacciolatti, Luca; Lee, Soo Hee (2016-12-01). "Revisiting the relationship between marketing capabilities and firm performance: The moderating role of market orientation, marketing strategy and organizational power". Journal of Business Research. 69 (12): 5597–5610. doi:10.1016/j.jbusres.2016.03.067. ISSN 0148-2963.
^Chaffey, Dave; Smith, Pr (2017-03-31). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (5 ed.). 5 Edition. | New York : Routledge, 2017. | Revised edition of the authors’ Emarketing excellence, c2013.: Routledge. doi:10.4324/9781315640341. ISBN 978-1-315-64034-1.{{cite book}}: CS1 maint: location (link)
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