How is the concept of "strategic marketing" interpreted?
Posted: Wed Jan 22, 2025 10:54 am
The criterion for the effectiveness of an enterprise's marketing strategy is the balance between achieving the company's goals and satisfying customer needs. Nowadays, many companies actively use marketing in their activities, but only a few have been able to increase customer loyalty and create a permanent customer base with its help. What is strategic marketing and how to build it correctly, you will learn from our article.
The term "strategic marketing" appeared relatively recently - in the late 1980s - early 1990s. There is no consensus among theorists and practitioners regarding the essence of this concept. Thus, some northeast mobile phone numbers database consider strategic marketing in a broad sense, relying on the approaches of specialists in management, philosophy, sociology and other disciplines. Others evaluate it more narrowly, mainly as a set of elements of the marketing mix, ignoring the issues of satisfying customer needs and establishing relationships in distribution channels. Representatives of the third approach believe that strategic marketing is directly the process of developing a marketing strategy.
For example, according to the famous marketer F. Kotler, marketing is a two-way process, the first stage of which is strategic marketing. His statement about the essence of strategic marketing is widely known, which is presented in a condensed form in the formula: "Segmentation-goal setting-positioning".
Another popular marketing theorist, J.-J. Lambin, introduced the concept of strategic marketing in his book of the same name. The scientist does not give strategic marketing a definition in the generally accepted sense, but based on the ideas presented in the book, one can conclude that, in his opinion, strategic marketing works on analyzing customer needs and develops products to satisfy them.
Lamben believes that strategic marketing shows how effective are the measures taken within the framework of operational marketing, which, in turn, is aimed at achieving planned indicators for the sale of products through the use of marketing mix tools.
The term "strategic marketing" appeared relatively recently - in the late 1980s - early 1990s. There is no consensus among theorists and practitioners regarding the essence of this concept. Thus, some northeast mobile phone numbers database consider strategic marketing in a broad sense, relying on the approaches of specialists in management, philosophy, sociology and other disciplines. Others evaluate it more narrowly, mainly as a set of elements of the marketing mix, ignoring the issues of satisfying customer needs and establishing relationships in distribution channels. Representatives of the third approach believe that strategic marketing is directly the process of developing a marketing strategy.
For example, according to the famous marketer F. Kotler, marketing is a two-way process, the first stage of which is strategic marketing. His statement about the essence of strategic marketing is widely known, which is presented in a condensed form in the formula: "Segmentation-goal setting-positioning".
Another popular marketing theorist, J.-J. Lambin, introduced the concept of strategic marketing in his book of the same name. The scientist does not give strategic marketing a definition in the generally accepted sense, but based on the ideas presented in the book, one can conclude that, in his opinion, strategic marketing works on analyzing customer needs and develops products to satisfy them.
Lamben believes that strategic marketing shows how effective are the measures taken within the framework of operational marketing, which, in turn, is aimed at achieving planned indicators for the sale of products through the use of marketing mix tools.