VOLUME 1: MARKETING STRATEGY'S CONCEPTUAL FOUNDATIONS: MARKET ORIENTATION, THE CORNERSTONE OF STRATEGIC MARKETING THOUGHT
What is Marketing? The Marketing Concept and Market Orientation
I. The Marketing Concept: Early History
| Making the Marketing Concept Work |
A.P. Felton |
| The Marketing Concept: What it is and what it is not |
F. Houston |
II. Marketing-Driven Strategy: From Marketing Concept to Market Orientation
| A Synthesis of Contemporary Market Orientation Perspectives |
B.A. Lafferty and G.T.M. Hult |
| Multiple Perspectives on Market Orientation's Domain Specification: Implications for theory development and knowledge accumulation |
J.W. Cadogan |
Market Orientation, the Cornerstone of Strategic Marketing Thought
III. Market-Orientation and Strategy Response
| Competitive Strategy in the Market-Focused Business |
S.F. Slater and J.C. Narver |
| Market Orientation and the Marketing Strategy Process |
R. Tadepelli and R.A. Avila |
| Market Orientation and Market Strategy Profiling: An empirical test of environment-behavior-action coalignment and its performance implications |
C.B. Dobni and G. Luffman |
IV. Market-Orientation and Strategic Type
| Strategic Types, Market Orientation, and the Balance between Adaptability an Adaptation |
B.A. Lukas |
| The Effects of Strategy Type on the Market Orientation-Performance Relationship |
K. Matsuno and J.T. Mentzer |
V. Market-Oriented Strategies: Meta Analyses
| A Meta-Analysis of the Relationship between Market Orientation and Business Performance: Evidence from five continents |
C.R. Cano, F.A. Carrillat and F. Jaramillo |
| Market Orientation and Performance: A meta-analysis and cross-national comparisons |
P.D. Ellis |
New Perspective on Market Orientation
VI. Market-Driven Versus Market Driving
| Market-Driven Versus Driving Markets |
B. Jaworski, A.K. Kohli and A. Sahay |
| From Market Driven to Market Driving |
N.L. Kumar, L. Scheer and P. Kotler |
VII. Market Orientation and Other Strategic Orientations
| Market Orientation and Organizational Performance: Is innovation a missing link |
J.K. Han, N. Kim and R.J. Srivastava |
| Does Market Orientation Matter? A test of the relationship between positional advantages and performance |
G.T.M. Hult, and D.J. Ketchen, Jr. |
VIII. Developing a Market Orientation
| Developing a Market Orientation: An organizational strategy perspective |
R.W. Ruekert |
| Barriers to Developing Market Orientation |
L.C. Harris |
| Factors Facilitating and Impeding the Development of Export Market-Oriented Behavior: A study of Hong Kong manufacturing exporters |
J.W. Cadogan, C.C. Cui, R.E. Morgan and V.M. Story |
VOLUME 2: MARKETING STRATEGY PROCESSES AND TOOLS
Strategic Marketing Planning
I. Marketing Strategy and Planning
| An Understanding of Marketing Strategy |
G.E. Greenley |
| The Anatomy of Strategic Marketing Planning |
D. Brownlie |
| An Overview of Marketing Strategy and Planning |
George M. Zinkhan and Arun Pereira |
II. Models of the Marketing Strategy Process
| Organisational Context and Behavioural Problems as Determinants of the Effectiveness of the Strategic Marketing Planning Process |
N.F. Piercy and N.A. Morgan |
| Governance Value Analysis and Marketing Strategy |
M. Ghosh and G. John |
III. Strategy Initiation and Formation
| Tracing Emergent Processes in Marketing Strategy Formation |
M.D. Hutt, P.H. Reingen and J.R. Ronchetto, Jr. |
| Initiating Strategic Planning |
L.C. Harris and E. Ogbonna |
IV. Strategic Resources and Marketing Capabilities
| The Capabilities and Performance Advantages of Market-Driven Firms |
D.W. Vorhies, M. Harker and C.P. Rao |
| Market-Focused Resources, Competitive Positioning and Firm Performance |
G. Hooley, G. Greenley, J. Fahy and J. Cadogan |
| Organizational Antecedents of Second-Order Competencies |
E. Danneels |
Analyzing Market Opportunities, Market Evolution and Portfolio Tools
V. Strategic Marketing Environment
| Strategic Windows |
D.F. Abell |
| Controlling the Uncontrollable: Managing your market environment |
P.R.T. Varadarajan, T. Clark and W.M. Pride |
| Generating Competitive Intelligence in Organizations |
B.J. Jaworski, D.J. MacInnis and A.K. Kohli |
VI. The Product Life Cycle and Product Portfolio
| The Lifecycle Concept Revisited: Aid of albatross |
G.J. Hooley |
| Portfolio Analysis and the Product Life Cycle |
H.C. Barksdale, and C.E. Harris, Jr. |
| Determining the Appropriate Depth and Breadth of a Firm's Product Portfolio |
R. Bordley |
VIII. Segmentation
| Product Differentiation and Market Segmentation as Alternative Marketing Strategies |
W.R. Smith |
| Benefit Segmentation: A useful tool for financial investment services |
T.Z. Chang and S-J. Chen |
| Development of a Taxonomy of Strategic Market Segmentation: A framework for bridging the implementation gap between normative segmentation and business practice |
K. Sausen, T. Tomczak and A. Herrmann |
VOLUME 3: MARKETING-MIX STRATEGIES - PRODUCT STRATEGY AND PROMOTION STRATEGY
Product Strategy
I. Product Line Strategy
| Proactive and Reactive Product Line Strategies: Asymmetries between market leaders and followers |
V. Shankar |
| Consumer Attitude toward Brand Extensions: An integrative model and research propositions |
S. Czellar |
II. New Product Strategy
| New Products: The factors that drive success |
R.G. Cooper |
| Organizing for Radical Product Innovation: The overlooked role of willingness to cannibalize |
R.K. Chandy and G.J. Tellis |
III. Order of Market Entry
| First to Market, First to Fail? Real Causes of Enduring Market Leadership |
G.J. Tellis and P.N. Golder |
| Pioneers and Followers: Competitive tactics, environment, and firm growth |
J.G. Covin, D.P. Slevin and M.B. Helley |
Brand and Service Strategy
IV. Brand Strategy
| Building Customer-Based Brand Equity |
K.L. Keller |
| Strategic Brand Concept and Brand Architecture Strategy - A Proposed Model |
A. Strebinger |
| Measuring and Managing the Essence of a Brand Personality |
J. van Rekom, G. Jacobs and P.W.J. Verlegh |
V. Service Strategy
| Service Strategies within the Manufacturing Sector: Benefits, costs and partnership |
V. Mathieu |
| Six Strategies for Competing through Service: An agenda for future research |
R.N. Bolton, D. Grewal and M. Levy |
| A Conceptual Framework for the Development of a Service Delivery Strategy for Industrial Systems and Products |
R. Kumar and U. Kumar |
VI. Services Dominant Logic and Branding
| From Goods to Service(s): Divergences and Convergences of Logics |
S.L. Vargo and R.F. Lusch |
| The Service Brand and the Service-Dominant Logic: Missing fundamental premise or the need for stronger theory? |
R.J. Brodie, M.S. Glynn and V. Little |
VII. Strategic Implications of Service Quality
| Communication and Control Processes in the Delivery of Service Quality |
V.A. Zeithaml |
| Service Quality, Profitability, and the Economic Worth of Customers: What we know and what we need to learn |
V.A. Zeithaml |
Promotion Strategy
VIII Advertising Strategy
| Creative Strategy: A management perspective |
C.F. Frazer |
| Market Valuation Models of the Effect of Advertising and Promotional Spending: A review and meta-analysis |
M.P. Conchar, M.R. Crask and G.M. Zinkhan |
| Internet Advertising Strategy Alignment |
M-C. Boudreau and R.T. Watson |
IX. Sales Promotion
| Sales Promotions as Strategic Communication: The case of Singapore |
C.W. Lee |
| The Effect of Sales Promotion on Post-Promotion Brand Preference: A meta-analysis |
D. DelVecchio, D.H. Henard and T.H. Freling |
| A Strategic Perspective on Sales Promotions |
B. Gelb, D. Andrews and S.K. Lam |
X. The Strategic Role of Sales
| Marketing and Sales: Strategic alignment and functional implementation |
W.M. Strahle, R.L. Spiro and F. Acito |
| The Role of Strategic Selling in the Company Turnaround Process |
M. Harker and D. Harker |
| The Strategic Role of the Salesforce in Developing Customer Satisfaction across the Relationship Lifecycle |
S.D. Jap |
VOLUME 4: MARKETING-MIX STRATEGIES - DISTRIBUTION STRATEGY AND PRICING STRATEGY
Distribution Strategy
I. Organization and Management Issues
| Make-or-Buy Decisions |
E. Anderson and B.A. Weitz |
| Organizing and Managing Channels of Distribution |
G.L. Frazier |
II. Channel Dynamics, Cooperation and Conflict
| Strategic Integration in Industrial Distribution Channels: Managing the Interfirm Relationship as a Strategic Asset |
J.L. Johnson |
| Multichannel Marketing: Mindset and program development |
B.D. Weinberg, S. Parise and P.J. Guinan |
| Satisfaction in International Marketing Channels: A local channel member perspective |
C. Schmitz and T. Wagner |
III. Retail Strategy
| A Distribution Services Approach for Developing Effective Competitive Strategies against ''Big Box'' Retailers |
C.S. Barber and B.C. Tietje |
| Building and Sustaining Profitable Customer Loyalty for the 21st Century |
V. Kumar and D. Shah |
| A Guide to Developing and Managing a Well-Integrated Multi-Channel Retail Strategy |
B. Berman and S. Thelen |
IV. Relationship Strategy
| Conceptualising Business Relationships |
A. Dubois and H. Håkansson |
| Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality |
T. Hennig-Thurau, K.P. Gwinner and D.D. Gremler |
| Interfirm Monitoring, Social Contracts, and Relationship Outcomes |
J.B. Heide, K.H. Wathne and A.I. Rokkan |
Pricing Strategy
V. Pricing Theory and Practice
| Industrial Pricing: Theory and managerial practice |
P.M. Noble and T.S. Gruca |
| Pricing Decisions and the Neoclassical Theory of the Firm |
M.R. Lucas |
| Towards Value-Based Pricing-an Integrative Framework for Decision Making |
A. Hinterhuber |
VI. The Strategic Role of Price
| Buyers' Subjective Perceptions of Price |
K. Monroe |
| Image Communicated by the Use of 99 Endings in Advertised Prices |
R.M. Schindler and T.M. Kibarian |
| The Price-Perceived Quality Relationship: A meta-analytic review and assessment of its determinants |
F. Völckner and J. Hofmann |
VII. Pricing Strategy
| An Empirical Analysis of Determinants of Retailer Pricing Strategy |
V. Shankar and R.N. Bolton |
| Intraorganizational Influences on Business-to-Business Pricing Strategies: A political economy perspective |
R.A. Lancioni |
| Successful New Product Pricing Practices: A contingency approach |
P. Ingenbleek, M. Debruyne, R.T. Frambach and T.M.M. Verhallen |
VOLUME 5: MARKETING STRATEGY ORGANIZATION AND IMPLEMENTATION
I. The Organization of Marketing Activities
| The Organization of Marketing Activities: A contingency theory of structure and performance |
R.W. Ruekert, O.C. Walker, Jr. and K.J. Roering |
| Organizing Marketing in Industrial High-Tech Firms: The role of internal marketing relationships |
K. Möller and A. Rajala |
II. Strategy-Environment-Fit
| Strategic Types, Distinctive Marketing Competencies and Organizational Performance: A multiple measures-based study |
J.S. Conant, M.P. Mokwa and P.R. Varadarajan |
| The Performance Implications of Fit among Business Strategy, Marketing Organization Structure, and Strategic Behavior |
E.M. Olson, S.F. Slater, and G.T.M. Hult |
III. Interfunctional Conflict and Power
| Dysfunctional Behavior and Management Control: An empirical study of marketing managers |
B.J. Jaworski, S.M. Young |
| The Quality and Effectiveness of Marketing Strategy: Effects of functional and dysfunctional conflict in intraorganizational relationships |
A. Menon, S.G. Bharadwaj and R. Howell |
| Marketing's Influence Tactics in New Product Development: A study of high technology firms in China |
K. Atuahene-Gima and H. Li |
IV. Functional Alignment / Integration
| Shared Organizational Values: Measurement and impact upon strategic marketing implementation |
G.J. Badovick and S.E. Beatty |
| Should Marketing be Cross-Functional? Conceptual Development and International Empirical Evidence |
H. Krohmer, C. Homburg and J.P. Workman |
| Differential Effects of the Primary Forms of Cross Functional Integration on Product Development Cycle Time |
J.D. Sherman, W.E. Souder and S.A. Jenssen |
V. Strategic Flexibility
| Capabilities for Strategic Flexibility: A cognitive content framework |
I.A. Combe and G.E. Greenley |
| Market Orientation, Strategic Flexibility, and Performance: Implications for service providers |
R.G. Javalgi, T.W. Whipple, A.K. Ghosh and R.B. Young |
| Strategic Flexibility, Rigidity and Barriers to the Development of Absorptive Capacity in Business Markets: Themes and research perspectives |
P. Matthyssens, P. Pauwels and K. Vandenbempt |
VII. Implementation
| Managing Marketing Implementation |
T.V. Bonoma and V.L. Crittenden |
| Marketing Strategy Development Styles, Implementation Capability, and Firm Performance: Investigating the curvilinear impact of multiple strategy-making styles |
J.C. White, J.S. Conant and R. Echambadi |
| In Pursuit of the "Ideal Approach" to Successful Marketing Strategy Implementation |
E.R. Thorpe and R.E. Morgan |
VI. Internal Marketing Strategies
| Broadening the Market Orientation: An added focus on internal customers |
I. Mohr-Jackson |
| The Impact of Internal Marketing Efforts in Distribution Service Operations |
S.B. Keller, D.F. Lynch, A.E. Ellinger, J. Ozment and R. Calantone |
| The Notion of Internal Market Orientation and Employee Job Satisfaction: Some preliminary evidence |
S. Gounaris |
VOLUME 6: EVOLVING AND EMERGING ISSUES IN MARKETING STRATEGY
I. Marketing Productivity
| Marketing Productivity: Issues and analysis |
J.N. Sheth and R.S. Sisodia |
| Marketing Productivity, Marketing Audits, and Systems for Marketing Performance Assessment: Integrating multiple perspectives |
N.A. Morgan, B.H. Clark and R. Gooner |
II. Marketing Metrics
| Return on Marketing: Using customer equity to focus marketing strategy |
Roland T. Rust, Katherine N. Lemon and Valerie A. Zeithaml |
| Measurement of Return on Marketing Investment: A conceptual framework and the future of marketing metrics |
S.H. Seggie, E. Cavusgil and S.E. Phelan |
III. Global Marketing Strategy
| Strategic Global Marketing: Lessons from the Japanese |
S. Jatusripitak, L. Fahey and P. Kotler |
| A Framework for Analysis of Strategy Development in Globalizing Markets |
C.A. Solberg. |
| Development of Archetypes of International Marketing Strategy |
L.K.S. Lim, F. Acito and A. Rusetski |
IV. Alliances
| Understanding Alliances: A Review of international aspects in strategic marketing |
J.D. Townsend |
| Requirements for Successful Marketing Alliances |
M.K. Rich |
| How to Manage a Portfolio of Alliances |
W.H. Hoffman |
V. Networks
| Conceptualization of Strategy in Business Networks: An assessment |
T-Y. Eng |
| Networks and Competitive Advantage: A synthesis and extension |
K.G. Pillai |
| Strategic Marketing Plans and Collaborative Networks |
M.F. Neves |
VI. Corporate Social Responsibility
| The Boundaries of Strategic Corporate Social Responsibility |
G.P. Lantos |
| Doing Better at Doing Good: When, why and how consumers respond to corporate social initiatives |
C.B. Bhattacharya and A. Sen |
VII. E-Marketing
| Marketing Strategy and the Internet: An organizing framework |
P.R. Varadarajan and M.S. Yadav |
| Introducing E-MARKPLAN: A practical methodology to plan e-Marketing activities |
S. Krishnamurthy |
| Is e-Marketing Coming of Age? An Examination of the Penetration of e-Marketing and Firm Performance |
R.J. Brodie, H. Winklhofer, N.E. Coviello and W.J. Johnston |
VIII. Marketing Strategy Theory and Research in the New Millennia
| Marketing Strategy: An assessment of the state of the field and outlook |
P.R. Varadarajan and S. Jayachandran |
| Charting New Directions for Marketing |
G.S. Day and D.B. Montgomery |
