Abstract

Conceptual frameworks for “marketing” and “strategy” were developed with the aim of finding common grounds to form a social theory framework for strategic marketing. This was carried out by reviewing and distilling relevant contributions in the marketing and strategy literatures. Models for the two disciplines were further developed which formed the basis for building the framework for strategic marketing. Finally, the resultant strategic marketing model was examined vis-à-vis definitions of strategic marketing in the literature. The review of the marketing literature revealed that the subject centres on relationship; while strategy is centred on environmental analysis for competitive advantage. The encompassing framework which emerged revealed that although strategic marketing begins with environmental analysis, it involves two other central elements: positioning and competitive advantage.

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