Strategic Marketing Management: Principles. Methods. Empirical Evidence

Author: Pan Chengyun
Publisher:
Publish Date: 2006-04-01
Features: A review of the development process of marketing management theories over nearly a century indicates that the emergence and evolution of any marketing management theory are inevitable outcomes of corporate actions. Any new marketing management theory is formed through the negation of the negation of existing theories that do not adapt to the changing requirements of the objective socio-economic environment, resulting in a process of "sublation." Based on these two conclusions, after examining the fundamental characteristics of the contemporary objective socio-economic environment and the development process of traditional marketing management theories centered around the "marketing concept" since the 1950s, a strategic marketing management theory centered on the "strategic marketing concept" is proposed, which is considered one of the potential directions for the future development of marketing management theories in the 21st century. Building on this foundation, discussions are conducted on key issues in the framework of strategic marketing management theory, such as the strategic marketing concept, target social publics, corporate image, and strategic branding, as well as the selection of dominant corporate information dissemination methods under the conditions of the strategic marketing concept.