Periodic Table of Marketing Strategy logo: MS element tile, number 26The Periodic Table of Marketing Strategy v1.0

Column 1 · 33 works

Strategy and Positioning

Aaker, David A. and J. Gary Shansby (1982), “Positioning Your Product”, Business Horizons, 25 (3), 56–62.

Ansoff, H. Igor (1957), “Strategies for Diversification”, Harvard Business Review, 35 (5), 113–24.

Conant, Jeffrey S., Michael P. Mokwa, and P. Rajan Varadarajan (1990), “Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A Multiple Measures-Based Study”, Strategic Management Journal, 11 (5), 365–83.

Day, George S. (1977), “Diagnosing the Product Portfolio”, Journal of Marketing, 41 (2), 29–38.

Day, George S. (1984), Strategic Market Planning: The Pursuit of Competitive Advantage. St. Paul, MN: West Publishing.

Day, George S. (1990), Market Driven Strategy: Processes for Creating Value. New York: Free Press.

Day, George S. and Robin Wensley (1983), “Marketing Theory with a Strategic Orientation”, Journal of Marketing, 47 (4), 79–89.

Dickson, Peter R. and James L. Ginter (1987), “Market Segmentation, Product Differentiation, and Marketing Strategy”, Journal of Marketing, 51 (2), 1–10.

Dickson, Peter R., Paul W. Farris, and Willem J.M.I. Verbeke (2001), “Dynamic Strategic Thinking”, Journal of the Academy of Marketing Science, 29 (3), 216–37.

Doyle, Peter (2000), Value-Based Marketing: Marketing Strategies for Corporate Growth and Shareholder Value. Chichester, UK: John Wiley & Sons.

Frank, Ronald E., William F. Massy, and Yoram Wind (1972), Market Segmentation. Englewood Cliffs, NJ: Prentice Hall.

Haley, Russell I. (1968), “Benefit Segmentation: A Decision-Oriented Research Tool”, Journal of Marketing, 32 (3), 30–35.

Henderson, Bruce D. (1970), “The Product Portfolio”, BCG Perspectives, No. 66. Boston: Boston Consulting Group.

Kalra, Ajay and Ronald C. Goodstein (1998), “The Impact of Advertising Positioning Strategies on Consumer Price Sensitivity”, Journal of Marketing Research, 35 (2), 210–24.

McDaniel, Stephen W. and James W. Kolari (1987), “Marketing Strategy Implications of the Miles and Snow Strategic Typology”, Journal of Marketing, 51 (4), 19–30.

Menon, Anil, Sundar G. Bharadwaj, Phani Tej Adidam, and Steven W. Edison (1999), “Antecedents and Consequences of Marketing Strategy Making: A Model and a Test”, Journal of Marketing, 63 (2), 18–40.

Miles, Raymond E. and Charles C. Snow (1978), Organizational Strategy, Structure, and Process. New York: McGraw-Hill.

Morgan, Neil A., Kimberly A. Whitler, Hui Feng, and Simos Chari (2019), “Research in Marketing Strategy”, Journal of the Academy of Marketing Science, 47 (1), 4–29.

Noble, Charles H., Rajiv K. Sinha, and Ajith Kumar (2002), “Market Orientation and Alternative Strategic Orientations: A Longitudinal Assessment of Performance Implications”, Journal of Marketing, 66 (4), 25–39.

Porter, Michael E. (1980), Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.

Ries, Al and Jack Trout (1981), Positioning: The Battle for Your Mind. New York: McGraw-Hill.

Rust, Roland T., Christine Moorman, and Gaurav Bhalla (2010), “Rethinking Marketing”, Harvard Business Review, 88 (1), 94–101.

Slater, Stanley F. (1997), “Developing a Customer Value-Based Theory of the Firm”, Journal of the Academy of Marketing Science, 25 (2), 162–67.

Slater, Stanley F. and Eric M. Olson (2001), “Marketing's Contribution to the Implementation of Business Strategy: An Empirical Analysis”, Strategic Management Journal, 22 (11), 1055–67.

Slater, Stanley F., G. Tomas M. Hult, and Eric M. Olson (2007), “On the Importance of Matching Strategic Behavior and Target Market Selection to Business Strategy in High-Tech Markets”, Journal of the Academy of Marketing Science, 35 (1), 5–17.

Smith, Wendell R. (1956), “Product Differentiation and Market Segmentation as Alternative Marketing Strategies”, Journal of Marketing, 21 (1), 3–8.

Trout, Jack (1969), “Positioning” Is a Game People Play in Today's Me-Too Market Place”, Is a Game People Play in Today's Me-Too Market Place,” Industrial Marketing, 54 (6), 51–55.

Varadarajan, P. Rajan and Satish Jayachandran (1999), “Marketing Strategy: An Assessment of the State of the Field and Outlook”, Journal of the Academy of Marketing Science, 27 (2), 120–43.

Varadarajan, Rajan (2010), “Strategic Marketing and Marketing Strategy: Domain, Definition, Fundamental Issues and Foundational Premises”, Journal of the Academy of Marketing Science, 38 (2), 119–40.

Wedel, Michel and Wagner A. Kamakura (1998), Market Segmentation: Conceptual and Methodological Foundations. Boston: Kluwer Academic Publishers.

Wind, Yoram (1978), “Issues and Advances in Segmentation Research”, Journal of Marketing Research, 15 (3), 317–37.

Wind, Yoram and Thomas S. Robertson (1983), “Marketing Strategy: New Directions for Theory and Research”, Journal of Marketing, 47 (2), 12–25.

Wind, Yoram and Vijay Mahajan (1981), “Designing Product and Business Portfolios”, Harvard Business Review, 59 (1), 155–65.