Column 1 · Strategy and Positioning · Era 6, Engagement and Networks (2010s)
Strategy Domain
Formulation, content · Major · Cluster I, Strategic Choice
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.