This article provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in marketing accountability, marketing’s influence within the firm, and alternatives to a market-driven approach in generating sustainable competitive advantage. Finally, we identify directions for future research in the light of recent developments, availability of new data, and emerging issues.

中文翻译：

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营销策略的过去，现在和未来

本文提供了营销策略研究的高级概述，并提供了一些有待进一步研究的领域的建议。我们讨论了继续推动当前营销策略研究的最基本概念，并研究了这些概念如何影响营销策略以及营销功能的作用。此外，我们重点介绍了营销责任制，公司内部营销的影响力以及在产生可持续竞争优势方面采用市场驱动方法的替代方法。最后，我们根据最近的发展，新数据的可用性和新出现的问题确定未来研究的方向。