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Marketing Strategy

Part 1. Marketing Strategy

  1. Rajan Varadarajan

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem01043

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Varadarajan, R. 2010. Marketing Strategy. Wiley International Encyclopedia of Marketing. 1.

Author Information

  1. Texas A&M University, College Station, TX, USA

Publication History

  1. Published Online: 15 DEC 2010


A cursory examination of marketing literature suggests that the term marketing strategy is used in a wide variety of contexts. At one extreme, marketing strategy is broadly conceptualized as a multidimensional construct encompassing a broad array of integrated and internally consistent set of coordinated behaviors by an organization in the marketplace; that is, behaviors directed at consumers, customers, competitors, and/or other key constituencies in the marketplace. At the other extreme, narrow conceptualizations of marketing strategy essentially focus on specific aspects or subsets of the broader array of behaviors that essentially constitute an organization's marketing strategy. In multibusiness firms, the marketing strategies of individual businesses in the firm's portfolio are influenced by as well as influence the firm's corporate strategy. This article provides an overview of the scope of marketing strategy and presents a definition of marketing strategy. It also highlights the relevance of a number of other articles in this volume of the encyclopedia in the broader context of marketing strategy content and formulation process, and marketing strategy drivers and outcomes.


  • marketing strategy;
  • competitive marketing strategy;
  • corporate strategy;
  • business strategy;
  • competitive advantage