ABSTRACT
This chapter describes that strategic marketing is the marketing viewed from the corporate perspective by top management and the resource commitments are long term. It also describes that organizations need to seek a sustainable competitive advantage. Strategic marketing decisions tend to be long term in nature, and involve high risk. A concept that is important in strategic marketing is the resource-based view of the firm. The Chief Marketing Officer and the marketing team should follow a process of analysis in order to develop strategies with the aim of gaining a sustainable competitive advantage. This involves an analysis of the strategic situation, making a determination of the current situational advantages, making decisions on the strategic marketing objectives, identifying and evaluating strategic alternatives, and making decisions with regard to what strategy to select and implement. The strategic objectives must concern the organization's market position, market share, and performance. Management must consider the strategic alternatives available to them.
