REKONSEPTUALISASI PERUMUSAN STRATEGI PEMASARAN SEBUAH PENDEKATAN INDUKTIF DAN DEDUKTIF

Simamora, Bilson (2012) REKONSEPTUALISASI PERUMUSAN STRATEGI PEMASARAN SEBUAH PENDEKATAN INDUKTIF DAN DEDUKTIF. Jurnal Manajemen.

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Abstract

Generally, marketers will direct their finger to segmentation, targeting, and positioning (STP) when talk about marketing strategy. There are also marketers that perceived strategic marketing as the same as a marketing strategy. The problem of this point of view is the absence of explicit explanation about the relationship of marketing strategy and STP and strategic marketing. This blur understanding leads to the obscurity of how to formulate a marketing strategy. This article tries to clarify this ambiguity. In doing so, the author offers two new approaches to formulate marketing strategy formation, i.e. deductive and inductive methods. Both of the approaches are put in the strategic marketing framework. This initiative uncovers the relationship of marketing strategy and strategic marketing and this is viwed as by result of this article.

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