Abstract
How do we define the term marketing today, and what are the distinctive characteristics of strategic marketing? Answering these questions is the aim of this section. In the course of this chapter, an overview of marketing planning is given in order to facilitate the understanding and classification of the concepts discussed in greater detail in the following chapters.
This is a preview of subscription content, log in via an institution to check access.
References
Assael, H. (1993). Marketing: Principles and strategy (2nd edn.). Fort Worth, TX.
Backhaus, K., & Voeth, M. (2010). Industriegütermarketing (9nd edn.). München.
Borden, N. (1964). The concept of the marketing mix. Journal of Advertising Research, 4(6), 2–7.
Carpenter, G., Glazer, R., & Nakamoto, K. (1997). Readings on market-driving strategies: Towards a new theory of competitive advantage. Reading, MA.
Day, G. S. (1999). Market driven strategy. New York/London.
Drucker, P. (1954). The practice of management. New York.
Esch, F.-R. (2012). Strategie und Technik der Markenführung (7th edn.). München.
Esch, F., Herrmann, A., & Sattler, H. (2013). Marketing – Eine managementorientierte Einführung (4th edn.). München.
Fullerton, R. (1988). How modern is modern marketing? Marketing’s evolution and the myth of the “production era”. Journal of Marketing, 52(1), 108–125.
Gebhardt, G. (2012). Market orientation. In S. Venkatesh & G. Carpenter (Eds), Handbook of marketing strategy (pp. 28–38). Cheltenham (UK)/Northampton, MA.
Homburg, C. (2012). Marketingmanagement. Strategie – Instrumente – Umsetzung – Unternehmensführung (4th edn.). Wiesbaden.
Homburg, C., & Pflesser, C. (2000). A multiple-layer model of market-oriented organizational culture: Measurement issues and performance outcomes. Journal of Marketing Research, 37, 449–462.
Jaworski, B., & Kohli, A. (1993). Market orientation: Antecedents and consequences. Journal of Marketing, 57(7), 53–70.
Keith, R. (1960). The marketing revolution. Journal of Marketing, 24(1), 35–38.
Kohli, A. K., & Jaworski, B. J. (1990). Market orientation: The construct, research proposition, and managerial implications. Journal of Marketing, 54(4), 1–18.
Kotler, P. (1972). A generic concept of marketing. Journal of Marketing, 36(4), 46–54.
Kotler, P., & Keller, K. (2012). Marketing management (14th edn.). Boston u. a. O.
Kuß, A., & Kleinaltenkamp, M. (2013). Marketing-Einführung – Grundlagen, Überblick, Beispiele (6th edn.). Wiesbaden.
Meffert, H., Burmann, C., & Kirchgeorg, M. (2012). Marketing. Grundlagen marktorientierter Unternehmensführung. Konzepte – Instrumente – Praxisbeispiele (11th edn.).Wiesbaden.
Narver, J. C., & Slater, S. F. (1990). The effect of a market orientation on business profitability. Journal of Marketing, 54(10), 20–35.
Schreyögg, G., & Koch, J. (2007). Grundlagen des Managements. Wiesbaden.
Van Waterschoot, W., & Van Den Bulte, C. (1992): The 4P classification of the marketing mix revisited, in:
Varadarajan, R. (2012). Strategic marketing and marketing strategy. In S. Venkatesh & G. Carpenter (Eds), Handbook of marketing strategy (pp. 9–27). Cheltenham, UK/Northampton, MA.
Author information
Authors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer Fachmedien Wiesbaden GmbH
About this chapter
Cite this chapter
Tomczak, T., Reinecke, S., Kuss, A. (2018). Introduction. In: Strategic Marketing. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-18417-9_1
Download citation
DOI: https://doi.org/10.1007/978-3-658-18417-9_1
Published:
Publisher Name: Springer Gabler, Wiesbaden
Print ISBN: 978-3-658-18416-2
Online ISBN: 978-3-658-18417-9
eBook Packages: Business and ManagementBusiness and Management (R0)