Marketing Of Marketing With A Broader Vision

Decent Essays

Assignment 1: Analysis of paper titled ‘Marketing’s contribution to strategy’
Sushanth Kothapally

The paper discusses the role of Marketing with a broader vision. The paper encompasses the correlation of Marketing with Corporate strategy and Competitive strategy. The paper calls for us to think of role of Marketing beyond its role independent of other business strategy. A concern for attention paid by non-academics outside of marketing towards marketing literature is also brought up. According to paper Marketing is defined is phenomena of study of real world problems. Paper also brings in the challenges that marketing team faced in 70’s and 80’s of 20th century due to industry’s Diversification and Divestitures.

During challenging times of 1970-80, marketing evolved by improvising through various facets and nuances either aligning or independently with business strategy. During this period of growth marketing had loss of influence on academia and it can be attributed to few factors such as preemption of marketing frameworks, pervasive tendency among marketers, shifting balance towards micro issues and tardiness among people in marketing academics. From this paper I could inference a different view point of marketing how focusing on macro aspects is as important as researching on micro aspects. Writer calls into question the orientation of the purpose of marketing tools and techniques for the profit/gains at Wall Street.
Marketing contributes towards

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