Marketing Theory with a Strategic Orientation
探讨了更广泛的营销范式对战略营销研究和理论发展优先事项的影响，基于营销的概念和方法论优势，并讨论了营销职能在战略问题中的适当角色。
The traditional paradigms of marketing are expanding to incorporate negotiated exchanges with internal and external coalitions in the pursuit of competitive advantage. This paper explores the implications of a broader paradigm for setting priorities in research and theory development in strategic marketing. These priorities build on conceptual and methodological strengths within marketing. The perspective taken in this paper also contributes to the continuing dialogue about the appropriate role for the marketing function in addressing strategic issues.