THE STRATEGIC MARKETING FUNCTION IN DYNAMIC MARKETS
Journal Title: Polish Journal of Management Studies - Year 2015, Vol 12, Issue 1
Abstract
Marketing has a glamorous role in the business world. It is at the forefront of the firm-market interaction, it represents the best compensated activity in an organization. Marketing assumes a leadership role in the firm and sets the tone of the strategic plans. The approach and strategies seen in marketing throughout the market lifecycle are influenced by factors and players, which significantly curtail its role and circumscribe its influence. This article examines the evolution, along the market lifecycle, of marketing’s role and spheres of influence, and proposes two predictive mechanisms that allow for the estimation of “tipping points” for the different characteristics that define the marketing profile along the lifecycle. We introduce the big bang model of market dynamics and examine the behavior of the marketing function depending where the firm is relative to sink holes, transient and steady states and how the market is pulsing defines the marketing priorities. The article further identifies the factors circumscribing the functions and freedoms of marketing along the lifecycle in hi-tech, to develop a clear picture of the various roles that marketing plays as the firm proceeds along the lifecycle from incubation to market maturity.<br/><br/>
Authors and Affiliations
Tamas Koplyay, Doug Lloyd, Abdelkader Jazouli, Brian Mitchell
Keywords
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