STRATEGIC MARKETING PERSPECTIVES

Author (s) : Nandhini Sri

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Abstract :
Strategic Marketing is the process of focusing the resources and objectives of a company on Strategic Marketing opportunities. Companies engage in Strategic Marketing for two reasons: to take advantage of opportunities for growth and expansion and to survive.   Despite the impact of the driving forces identified earlier, several restraining forces may slow a company’s efforts to engage in Strategic Marketing. Three important restraining forces are management myopia, organizational culture and national controls. In today’s world, the driving forces predominate over the restraining forces. That is why the importance of Strategic Marketing is steadily growing.

Keywords : Strategic Marketing.

Conference Date : 30/08/2019

Pages : 71

Paper ID : 19069