Strategic Marketing Management
Abstract
Chapter 2 addresses the issues related to aligning the firm’s marketing strategy with its overall strategy. The basic functions of marketing are explained, their role in corporate decision making and how performance is measured at a strategic, functional and product level. Special attention is made towards explaining competitive advantage, core competencies, product and business cycles. The topic of building innovation is discussed along with how marketing can lead innovation, beginning with vision and mission, and using Apple as an example.
Fields of Study & Subjects
Business Strategies and Innovation
Marketing and Advertising Strategies
Innovation and Knowledge Management
Publication details
- Journal / source
- Marketing
- Pages
- 16–37
- Publication date
- 16 January 2026
- Language
- EN
- Document type
- Book chapter