Version 1.0, October 2026. 98 constructs in 18 families across 7 eras, with 18 imported theories below. Selecting a cell reveals its family, era, block, tier, and anchor works, each anchoring reference linking to the publisher’s page. Explore the 18 Family Deep Dives for granular sub-tables, or visit Resources to use the four interactive analytical tools.
Each cell: number, influence pips, block code, then symbol, construct, and anchor works
open frontier position
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Detached series · Theories imported from adjacent fields, each set near the families it feeds
Series
T
Imported Theories
74FC
Dm
Strategy Domain
Family
1. Strategy and Positioning (I · Strategic Choice)
Era
Period 6: Engagement and Networks, 2010s
Block
FC · Formulation, content
Tier
Major
Cell card
Description
Varadarajan delineated the domain of strategic marketing and marketing strategy, offering definitions, fundamental issues, and foundational premises for the field.
Managerial Implications
Marketing strategy consists of the organization's integrated choices about what to offer, to whom, at what price, through which channels, and with what communication, in pursuit of customer value and firm goals. For managers, the point is scope: marketing strategy is a set of linked decisions, not a plan for the marketing department. Decisions made separately by product, sales, and finance teams are a marketing strategy by default, usually a poor one.
How to read. Down a column follows one research stream through time. Across a row shows what the field studied in an era. Color marks the strategy domain, after Morgan et al. (2019). Pips give an influence tier. Numbers run by era, then family. Placements, anchors, and tiers are editorial judgments, and anchors are entry points rather than a complete record of any stream. Anyone who uses or adapts this table is responsible for verifying its contents against the original works.
