On the Role of Marketing in Corporate Strategies
AbstractAn aim of a paper is to present the result of studies on influence of marketing thinking on both theory and the practice of strategic management. The starting point is genesis of strategy concept in managerial sciences. Then comes an analysis of approaches of different school of strategic management . Important point is concerned with the paradigm of hierarchy of strategy. Author indicates weak sides of this paradigm and shows an alternative to it. On the bases of research on global strategies of companies that are market leaders, an author identifies typology of corporate strategies. Next part of a paper is concerned with marketing contribution to such elements of strategies like company’s missions and visions, business models and declarations of values
|Publication size in sheets||0.8|
|Book||Kumar Sunil, Jujal Shyam Lata, Deshpande Prashant P., Kumar Rupali (eds.): Handbook of Management and Behavioral Science, 2012, Wisdom Publications, ISBN 978-93-81505-37-3|
|Keywords in English||strategic management, marketing strategy, corporate strategy, business models, company mission, company vision, functional strategies, global companies|
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