《战略营销和市场营销策略领域、定义、基本问题和根本前提》由会员分享，可在线阅读，更多相关《战略营销和市场营销策略领域、定义、基本问题和根本前提（4页珍藏版）》请在装配图网上搜索。
1、Strategic marketing and marketing strategy: domain,definition, fundamental issues and foundational premisesIntroductionThe evolution of strategic marketing as a field of study, over thepast few decades, can be viewed as a confluence ofperspectives, paradigms, theories, concepts, frameworks, principl
2、es,methods, models and metrics from a number of relatedfields of study, chief among them being marketing, strategicmanagement and industrial organization (IO) economics.Although the cumulative body of literature is indicative ofsignificant advances along a number of fronts (substantive,theoretical a
3、nd methodological), during almost every decade,marketing scholars have voiced concerns regarding the state offield (e.g.,Wind and Robertson 1983; Day 1992; Reibstein etal. 2009). For instance, voicing concerns over marketingsloss of influence in the academic discourse about strategy,Day (1992, p. 32
4、4) noted: “Within academic circles, thecontribution of marketing as an applied management discipline,to the development, testing and dissemination ofstrategy theories and concepts has been marginalized duringthe past decade.” In a recent guest editorial, Reibstein et al.(2009) note that the growing
5、balkanization of academicmarketing into quantitative modeling and consumer behaviorhas diminished research on strategic marketing issues.In addition to the factors that Day (1992) attributes to thediminishing impact of research in the field of strategicmarketing and Reibstein et al. (2009) attribute
6、 to diminishing research on strategic marketing issues, strategicmarketings identity crisis may be a contributing factor toboth of the above. For instance, an examination ofmarketing strategy literature spanning more than fourdecades is indicative of diverse points of view concerningthe conceptual d
7、omain of strategic marketing as a field ofstudy, and the definition of marketing strategy as anorganizational strategy construct. Against this backdrop,the primary objectives of this paper are to delineate thedomain of strategic marketing as a field of study, andpropose a definition for marketing st
8、rategy as an organizationalstrategy construct. Exploration of issues fundamentalto the field of strategic marketing and enumeration ofcertain foundational premises of marketing strategy constitutethe secondary objectives of the paper. The remainder ofthe paper is organized into four major sections t
9、hatcorrespond to the above objectives. These sections arepreceded by a section devoted to elaboration of therationale for focusing on the above issues and are followedby a discussion section and a conclusion section.战略营销和市场营销策略:领域、定义、基本问题和根本前提介绍在过去的几十年里,不断演化的战略营销已成为了一个研究领域，可以看作是观点、研究范式、理论、概念、框架、原则、方
10、法、模式以及许多相关领域研究标准的一次大融合，其中最主要的是营销、战略管理、产业组织经济学。尽管大量的文字材料记载了许多方面(实体、理论与方法)的重大进展，然而几乎每十年，营销学者都会关注这个领域的发展状态。（如风和鲁宾斯坦 1983;Day 1992;鲁宾斯坦（ 2009)。例如，学术上对市场战略营销影响的论述中，Day(1992,P 324)指出，：“在学术圈内，具有贡献的市场营销应用管理学科过去数十年内在开发，测试，战略理论和概念的传播上脱离了社会发展进程。”最近一份客邀社论 鲁宾斯坦 2009 指出，越来越多的巴尔干式理论营销到定量模型以及消费行为已经减少了战略营销问题的研究。除了19
11、92年战略营销领域研究影响的减弱外，2009年鲁宾斯坦等人对战略营销问题研究的减少也是一个重要原因，而战略营销认同危机可能是促成两者形成的共同因素。例如，对一份跨越了超过四十个年头的市场营销策略文献的审查中就揭示了不同的观念，这些观念涉及到作为研究领域的战略营销的概念域，以及作为一个具有组织性策略构建的市场营销的定义。在这种背景下,本文的主要目的是勾画出作为研究领域的战略营销的范围，同时也给具有组织性策略构建的战略营销下一个定义。战略营销领域基本问题的探索与市场营销策略某些前提的例举是本文的次要目的。本文将从四个主要方面来阐述以上所提到的问题。这部分加上前言部分针对以上问题专门详细阐述了战略营销的基本原理，接着将是讨论部分和结论部分。
战略营销和市场营销策略领域、定义、基本问题和根本前提
