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The Strategic Marketing Function In Dynamic Markets

Author

Listed:
  • Tamas Koplyay

    (Université du Quebec en Outaouais)

  • Doug Lloyd

    (Szent István University, Hungary)

  • Abdelkader Jazouli

    (Szent István University, Hungary)

  • Brian Mitchel

    (Szent István University, Hungary)

Abstract

Marketing has a glamorous role in the business world. It is at the forefront of the firm-market interaction, it represents the best compensated activity in an organization. Marketing assumes a leadership role in the firm and sets the tone of the strategic plans. The approach and strategies seen in marketing throughout the market lifecycle are influenced by factors and players, which significantly curtail its role and circumscribe its influence. This article examines the evolution, along the market lifecycle, of marketing’s role and spheres of influence, and proposes two predictive mechanisms that allow for the estimation of “tipping points” for the different characteristics that define the marketing profile along the lifecycle. We introduce the big bang model of market dynamics and examine the behavior of the marketing function depending where the firm is relative to sink holes, transient and steady states and how the market is pulsing defines the marketing priorities. The article further identifies the factors circumscribing the functions and freedoms of marketing along the lifecycle in hi-tech, to develop a clear picture of the various roles that marketing plays as the firm proceeds along the lifecycle from incubation to market maturity.

Suggested Citation

  • Tamas Koplyay & Doug Lloyd & Abdelkader Jazouli & Brian Mitchel, 2015. "The Strategic Marketing Function In Dynamic Markets," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 12(1), pages 59-76, DEcember.
    • Handle: RePEc:pcz:journl:v:12:y:2015:i:1:p:59-76
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    References listed on IDEAS

    as
    1. Agata Mesjasz-Lech, 2014. "The Use Of It Systems Supporting The Realization Of Business Processes In Enterprises And Supply Chains In Poland," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 10(2), pages 94-103, December.
    2. Mariana Man & Vladimir Modrak & Ioan Constantin Dima & Piotr Pachura, 2011. "The Cost For The Entire Life Cycle Of The Product Respecting Quality Standards," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 4(1), pages 1-238, September.
    3. Jaros³aw Kaczmarek, 2014. "Measurement Of Creating Corporate Value For Shareholders – Development Of Measurements And Improvement Of Management Competence And Skills," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 9(1), pages 72-83, June.
    4. Paula Bajdor, 2013. "Cause Related Marketing As One Of The Sustainable Marketing’S Dimensions – The Essence And Practical Examples," Polish Journal of Management Studies, Czestochowa Technical University, Department of Management, vol. 7(1), pages 89-100, June.
    Full references (including those not matched with items on IDEAS)

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