Marketing strategy: the right place and the big problem

Abstract

The study explores the use of the marketing strategy concept, guided by the idea of the original definition of strategy. This definition limits the number of organizational levels where the concept might apply. This restriction affects the application area of the label “strategic” in the marketing function. The study is based on logical reasoning associated with the original content of strategy and with the state of facts in the real world of business. The reasoning used in the study is similar to the reduction at absurdum approach, used in mathematics.