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Marketing Theory with a Strategic Orientation
Abstract
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.
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Citations
Cited by
Developing buyer-seller relationships
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987) · Journal of Marketing · doi:10.1177/002224298705100202 · Cited by 9,139
Siguaw, J. A., Simpson, P. M., & Baker, T. L. (1998) · Journal of Marketing · doi:10.2307/1251746 · Cited by 766
Carter, C. R., & Carter, J. R. (1998) · Decision Sciences · doi:10.1111/j.1540-5915.1998.tb01358.x · Cited by 457
Dwyer, F. R., & Oh, S. (1988) · Journal of Marketing · doi:10.1177/002224298805200202 · Cited by 319
Stakeholder marketing: theoretical foundations and required capabilities
Hillebrand, B., Driessen, P. H., & Koll, O. (2015) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-015-0424-y · Cited by 257
Metadata
- Authors
- Day, G. S., & Wensley, R.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 1983-09
- Volume
- 47
- Issue
- 4
- Pages
- 79-89
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2318893181
- Cited by
- 505
- References
- 0
- FWCI
- 21.50
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: Marketing Theory with a Strategic Orientation. https://app.cochat.ai/papers/10.1177/002224298304700409
- The paper
- Day, G. S., & Wensley, R. (1983). Marketing Theory with a Strategic Orientation. Journal of Marketing. https://doi.org/10.1177/002224298304700409
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
