Abstract
<p>The paper utilized some relevant empirical and conceptual works in extant literature to sketch a model of the relations among marketing environment, strategic marketing decisions and effectiveness. The paper reveals that some forms of supports exist in extant literature regarding the impacts of marketing environment on strategic marketing decisions and effectiveness, and impacts of strategic marketing decisions on strategic marketing effectiveness. However, relevant extant literature seems to have ignored the impacts of strategic marketing decisions on marketing environment. Also, relevant extant literature contains some gaps regarding the impacts of strategic marketing effectiveness on marketing environment and strategic marketing decisions. The paper concludes that these important relationships in strategic marketing decisions, omitted in extant literature, should be incorporated for a more comprehensive understanding of the relevant issues in strategic management decisions. The paper proposes an empirical research agenda to test the model in some business functions, sectors, cultures, contexts or premises.</p>
Highlights
Business organizations, generally, are associated with many environments and these environments determine the decision alternatives available and the degree of achievement of organizational efficiency and effectiveness
The paper reveals that some forms of supports exist in extant literature regarding the impacts of marketing environment on strategic marketing decisions and effectiveness, and impacts of strategic marketing decisions on strategic marketing effectiveness
Relevant extant literature contains some gaps regarding the impacts of strategic marketing effectiveness on marketing environment and strategic marketing decisions
Summary
Business organizations are associated with many environments and these environments determine the decision alternatives available and the degree of achievement of organizational efficiency and effectiveness. Practical marketing is one of the organic business functions concerned with exchange transactions and relationships focused on achieving customer satisfaction and organizational efficiency and effectiveness. It consists of individual and organizational decisions or choices directed towards achieving marketing goals and objectives, in addition to adapting to the relevant environment or decision premises. Some of the major relevant decisions which a marketer can make relate to selecting a market segment of interest and designing and implementing relevant marketing strategies, among others Decisions on these broad issues are a function of the relevant marketing environment (decision premises) and the goals and objectives to be achieved. The relations among these major marketing constructs can be modeled and tested using empirical data in specific marketing organizations, contexts, sectors and countries
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