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Issue 5(1), October 2010 -- Paper Abstracts
Girard  (p. 9-22)
Cooper (p. 23-32)
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Coulmas-Law (p.42-46)
Stasio (p. 47-56)
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Exploring the Role of Strategic Marketing Department

Author(s): Valentina Kirova

Citation: Valentina Kirova, (2017)"Exploring the Role of Strategic Marketing Department," Journal of Marketing Development and Competitiveness Vol. 11, Iss.2 , pp. 27-38

Article Type: Research paper

Publisher: North American Business Press


This research uncover the contribution of marketing function to corporate strategy in the specific context of a company having a strategic marketing department through a single case study. The most significant contribution is the theoretical and empirical assessment of a relationship between strategic marketing and marketing architecture at corporate level, suggesting that configuration theory approaches are valuable in the strategic marketing field. The case study shows that the creation of a strategic marketing department at corporate level is a way to support strategic change and competitiveness particularly in organizations moving from product-centered to extensive customer-centered orientation.