Integration of Strategic management and Strategic marketing.(The relationship between these two concepts)

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dc.contributor.authorAdamou, Georgiosen
dc.date.accessioned2024-05-24T12:07:08Z
dc.date.available2024-05-24T12:07:08Z
dc.date.issued2024-05-24
dc.identifier.urihttps://repository.ihu.edu.gr//xmlui/handle/11544/30401
dc.rightsDefault License
dc.subjectStrategic management integrationen
dc.subjectMarketing alignmenten
dc.subjectOrganizational agilityen
dc.subjectData-driven decision makingen
dc.titleIntegration of Strategic management and Strategic marketing.(The relationship between these two concepts)en
heal.abstractContemporary business success requires the intricate dynamics of fusing strategic management and marketing. This study seeks to navigate through the complexities, challenges, and future trends that emanate from integrating insights from industry professionals’ responses with established academic literature. The analysis draws from a wide range of industry experts and identifies such themes as the significance of data analytics in their businesses,the need for organizations to align goals with market trends, and the role of effective leadership in the context of integration. Such empirical findings are interspersed within seminal works of theory in strategic management and marketing literature. The study points out a move towards digital strategies, sustainability, and an emphasis on agile methodologies. Other identified best practices include; breaking down departmental barriers for collaboration among different departments and constant adaptation to face rapid changes in the market. Thus, this synthesis calls for flexible strategies based on evidence collected for strategic management/marketing field as regards technology development impacts and organizational culture implications in integration. Its main essence is that no organization can successfully align its marketing activities with its strategy without first understanding how these both affect each other within a dynamic global environment.en
heal.academicPublisherIHUen
heal.academicPublisherIDihuen_US
heal.accessfreeen_US
heal.advisorNameTsichla, Eirinien
heal.committeeMemberNameTsichla, Eirinien
heal.creatorID.emailgadamou@ihu.edu.gr
heal.dateAvailable2024-05-07
heal.generalDescriptionAn in-depth review of these concepts.en
heal.languageenen_US
heal.licensehttp://creativecommons.org/licenses/by-nc/4.0en_US
heal.publicationDate2024-05-07
heal.recordProviderSchool of Economics, Business Administration and Legal Studies, MSc in Managementen_US
heal.typemasterThesisen_US

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