Marketing Theory with a Strategic Orientation

Day, George S.; Wensley, Robin

doi:10.2307/1251401

Cited by 251 publications

(123 citation statements)

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“…Despite this and other calls for a broader perspective in marketing (see, e.g., Bagozzi 1975;Day and Wensley 1983;Gummesson 2008;Hult et al 2011;Lusch and Webster 2011), for a long time most marketing research has remained focused on customer relationships.…”

Section: Introductionmentioning

confidence: 99%

Stakeholder marketing: theoretical foundations and required capabilities

Hillebrand

Driessen

Koll

2015

J. of the Acad. Mark. Sci.

194

147

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This conceptual paper argues that the marketing discipline should move away from its rather restrictive focus on customers toward a view of marketing that acknowledges the interrelatedness of stakeholders. Building on multiplicity theory, this paper presents stakeholder marketing as a revised perspective on marketing that views stakeholder networks as continuous instead of discrete multiplicities. This revised perspective offers a better understanding of stakeholder networks where (1) value exchange has become complex rather than dyadic, (2) tension between stakeholder interests has become explicit rather than implicit, and (3) control over marketing activities has become dispersed rather than centralized. The paper conceptualizes capabilities required by firms for dealing with each of these three transitions: systems thinking, paradoxical thinking, and democratic thinking. The paper discusses implications for firm performance, marketing theory, empirical research, and marketing practice and argues that embracing stakeholder marketing helps to reclaim territory for marketing in academia and business.

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Section: Introductionmentioning

confidence: 99%

Stakeholder marketing: theoretical foundations and required capabilities

Hillebrand

Driessen

Koll

2015

J. of the Acad. Mark. Sci.

194

147

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“…In a number of works scholars have pointed to the need for using marketing and its tools in an innovative strategic development of the region together with the diversification policy in management [2,[8][9][10][11][12].…”

Section: Resultsmentioning

confidence: 99%

The analysis of strategies for the mining regions’ development in Russia as a condition of effective management of economy

2017

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Abstract. The conceptual issues of a new approach in the implementation of strategic management development of the coal-mining region as conditions of effective government regulation of economy at the macro level are considered in the article. The purpose of the study is to justify the use of marketing techniques in the strategic management of the region, clustering on the basis of the territorial concentration and combination of all available resources, the integration of regional economic networks. A comparative analysis of the main strategic directions of development of the coal-mining regions from the point of view of the leading economic development strategies is carried out. The main result is that the estimation of value of synergy effects occurring when the resources of combining sectors and industries in the region are united has been made. The results of the study can be recommended for usage in the development of strategies for sustainable development of «mono-territory».

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“…The results of this analysis are concepts such as a market orientation, (Kohli a Jaworski 1990;Narver and Slater 1990), market focus (Day 1994) and market training (Vorhies and Morgan 2005), which are used for creation of high -quality information processes and abilities to understand the needs and desires of customers. Therefore, the CRM system is associated with differentiation of business strategy which allows individual companies to achieve better results (Day a Wensley 1983). At the beginning it was comprehend only as CRM software.…”

Section: Customer Relationship Managementmentioning

confidence: 99%

Talent Management in an Organization

Rubáková¹

2016

12th Annual International Bata Conference

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Marketing Theory with a Strategic Orientation

Cited by 251 publications

References 0 publications

Stakeholder marketing: theoretical foundations and required capabilities

Stakeholder marketing: theoretical foundations and required capabilities

The analysis of strategies for the mining regions’ development in Russia as a condition of effective management of economy

Talent Management in an Organization

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