Journal of Marketing, 63(2), 18–40. Marketing's contribution to the implementation of business strategy: An empirical analysis. Journal of the Academy of Marketing Science, 28(4), 459–478. Journal of Marketing Research, 53(3), 319–337. Spyropoulou, S., Katsikeas, C. S., Skarmeas, D., & Morgan, N. A. The value of different customer satisfaction and loyalty metrics in predicting business performance. Assessing performance outcomes in marketing. Moorman, C., & Miner, A. S. (1998). (2012). Petersen, J. Journal of Marketing, 75(5), 88–104. Tradeoffs in marketing exploitation and exploration strategies: The overlooked role of market orientation. Reasoning about competitive reactions: Evidence from executives. Factors influencing the relative importance of marketing strategy creativity and marketing strategy implementation effectiveness. Cespedes, F. V. (1991). (2003). The convergence of planning and execution: Improvisation in new product development. Lee, J. Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2014). Strategic Management Journal, 23(7), 561–594. Walker Jr., O. C., & Ruekert, R. W. (1987). Christian Kowalkowski is Associate Professor of Industrial Marketing at Linköping University, Sweden, and Assistant Professor of Marketing at Hanken School of Economics, Finland. The theoretical underpinnings of customer asset management: A framework and propositions for future research. Journal of Marketing, 79(5), 39–62. Journal of Marketing, 51(3), 15–33. Gonzalez, G. R., Claro, D. P., & Palmatier, R. W. (2014). Mizik, N., & Jacobson, R. (2003). For example, many papers in this non-strategy category cover both inputs/outputs and environment (e.g., Kumar et al. Reexamining the market share–customer satisfaction relationship. Journal of Retailing, 82(2), 79–93. Journal of the Academy of Marketing Science, 38(1), 5–18. The relative drop in marketing strategy studies published in JM may be a function of the recent growth of interest in the shareholder perspective (Katsikeas et al. Kelley School of Business, Indiana University, 1309 E. Tenth St., Bloomington, IN, 47405-1701, USA, Darden School of Business, University of Virginia, 100 Darden Boulevard, Charlottesville, VA, 22903, USA, Ivy College of Business, Iowa State University, 3337 Gerdin Business Building, Ames, IA, 50011-1350, USA, Alliance Manchester Business School, University of Manchester, Booth Street West, Manchester, M15 6PB, UK, You can also search for this author in
Marketing Science, 27(1), 88–110. Implementing marketing strategies: Developing and testing a managerial theory. Whittington, R. (2006). The fall and rise of strategic planning. Journal of the Academy of Marketing Science, 45(2), 164–185. (2012). Dispersion of marketing capabilities: Impact on marketing’s influence and business unit outcomes. elds.

(2018). Research article Full text access Strategic auditing of human and financial resource allocation in marketing: An empirical study using data envelopment analysis Jean-Charles Chebat, Pierre Filiatrault, Arnon Katz, Shlomo Mai Tal Is retail category management worth the effort (and does a category captain help or hinder). Maltz, E., & Kohli, A. K. (2000). The aims and scope of the journals are to: • Provide a journal that reports research on topics that are of international significance across educational contexts 2005), or specific tactics, input/output, and environment (e.g., Bharadwaj et al. Reflecting on the strategy process.

select article Evaluating the performance effects of Miles' and Snow's strategic archetypes in banking, 1983 to 1987: Big or small?

Journal of Marketing, 75(2), 55–74. Synergistic effects of relationship Managers' social networks on sales performance. Journal of the Academy of Marketing Science, 46(1), 109–129. Lewis, M. (2004). International Journal of Research in Marketing, 20(4), 377–397.

Varadarajan, R. (2010).
Organizing and implementing the marketing effort: Text and cases.


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