ANALYZING MARKETING TECHNIQUES: REACHING AND ENGAGING TARGET AUDIENCES IN CONTEMPORARY MARKETS

Abstract

Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use
this lens to assess the current state of marketing strategy research by examining the papers in the six most influential marketing journals publishing such papers over the period 1999 through 2017.