Klappentext

Strategic Marketing: Organizational Orientation and Capabilities by George S. Day examines how internal organizational factors influence the success of marketing strategies. This book brings together pivotal research that highlights the importance of market orientation, internal capabilities, and cross-functional alignment in driving sustained competitive advantage. Day emphasizes how an organization's culture, systems, and processes impact its ability to anticipate market needs, respond effectively to change, and build long-term value. Topics include marketing capability development, organizational learning, responsiveness, and the role of leadership in shaping marketing performance. Blending theory with practical insight, the book provides valuable tools for identifying and nurturing the strategic capabilities that make marketing more adaptive and impactful. Whether you're a business scholar, CMO, or marketing strategist, this book will deepen your understanding of what it takes to embed marketing excellence into the core of an organization. As part of the Legend in Marketing series, this collection captures the enduring impact of George Day's scholarship on marketing capability-building.