Research Details

Abstract

This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent develop- ments, availability of new data, and emerging issues

Type

Article

Author(s)

Gregory Carpenter, Sibel Sozuer, Praveen Kopalle, Leigh McAlister, Donald Lehmann

Date Published

2021

Citations

Carpenter, Gregory, Sibel Sozuer, Praveen Kopalle, Leigh McAlister, and Donald Lehmann. 2021. "Marketing Strategy: Past, Present, and Future". Marketing Letters.(2-3): 163-173.