Author： Wiersema Frederik D.
Publisher： Emerald Group Publishing Ltd
ISSN： 0309-0566
Source： European Journal of Marketing, Vol.17, Iss.6, 1993-12, pp. : 46-56
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Abstract
Links two views in what has been labelled a strategic marketing perspective ‐ this is defined as having the dual task of providing a marketplace perspective to the process of determining corporate direction, and guidelines for the development and execution of marketing programmes that assist in attaining corporate objectives. Implies that a marketplace perspective is an important, but not the only, ingredient in setting a firm's objectives. Concludes that the study has attempted to clarify how marketing and corporate planning could be linked by a strategic marketing perspective.
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