A TYPOLOGY OF MARKETING STRATEGY HERAVIORS: UNDERSTANDING WHY MARKETING STRATEGIES TURN OUT THE WAY THEY DO
Document Type
Article
Publication Date
Fall 1996
Abstract
Empirical developments in the marketing strategy process area are not only few, but largely unconnected with those occurring in the strategy content area. Similarly, theories of marketing strategy behaviors that explain and predict what occurs in the market, or why a firm 's marketing strategy content, process, and relationships with customers turn out the way they do, are yet to emerge. Based on an exploratory study of marketing implementation processes in forty industrial organizations, this paper presents a typology of marketing strategy behaviors and an alternative explanation for why marketing strategy behaviors turn out the way they do. 1hefindings are expected to stimulate thinking, aid future theory building efforts, and shed light on issues likely to interest practitioners including assessment and sponsoring changes in their firm 's marketing strategy behaviors. .
Publication Information
Sashittal, Hemant C. and Wilemon, David (1996). "A TYPOLOGY OF MARKETING STRATEGY HERAVIORS: UNDERSTANDING WHY MARKETING STRATEGIES TURN OUT THE WAY THEY DO." The Journal of Marketing Management 6.2, 17-33.
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