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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Exploring the Role of Strategic Marketing Department
Author(s): Valentina Kirova
Citation: Valentina Kirova, (2017)"Exploring the Role of Strategic Marketing Department," Journal of Marketing Development and Competitiveness Vol. 11, Iss.2 , pp. 27-38
Article Type: Research paper
Publisher: North American Business Press
Abstract:
This research uncover the contribution of marketing function to corporate strategy in the specific context of a company having a strategic marketing department through a single case study. The most significant contribution is the theoretical and empirical assessment of a relationship between strategic marketing and marketing architecture at corporate level, suggesting that configuration theory approaches are valuable in the strategic marketing field. The case study shows that the creation of a strategic marketing department at corporate level is a way to support strategic change and competitiveness particularly in organizations moving from product-centered to extensive customer-centered orientation.
