Marketing Strategy: New Directions for Theory and Research
提出营销战略的新方向，以克服当前营销理论的局限，并给出一个整合的战略营销规划方法及其试点应用，最后列出研究议程。
New directions for marketing strategy are proposed, aimed at overcoming the current limitations of marketing theory. An integrated strategic marketing planning approach is offered, together with a pilot application of the process. The paper concludes with an agenda for research on marketing strategy.