Open AccessStrategic marketing: An emerging imperative for Indian firms
Author(s) -
Nikhilesh Dholakia,
Sharad Sarin
Publication year - 1984
Publication title -
vikalpa the journal for decision makers
Language(s) - English
Resource type - Journals
eISSN - 2395-3799
pISSN - 0256-0909
DOI - 10.1177/0256090919840103
Subject(s) - marketing , excellence , business , dominance (genetics) , competition (biology) , strategic marketing , relevance (law) , marketing management , marketing strategy , product (mathematics) , industrial organization , profit impact of marketing strategy , return on marketing investment , political science , ecology , biology , biochemistry , chemistry , geometry , mathematics , law , gene
Intensifying competition in Indian markets is making it necessary for Indian firms to take a more strategic view of their products and markets. This article examines the main elements of strategic marketing behaviour. It discusses basic product strategies based on excellence and dominance. Finally, some successful entry strategies of Indian firms are identified and conclusions offered about the relevance of strategic marketing in India.
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