A study on Strategic Marketing Research and its Process

Abstract

In recent years, the term 'Strategic Marketing Process has come in place of 'marketing process' because companies are future oriented. The marketing executives anticipate changes; forecast the direction and intensity of these changes; and then adjust their organization's marketing programmed to these changes. All this is done for the long-run survival and growth of the organization. Meaning and Nature of Strategic Marketing Process strategic marketing process refers to the continuous effort on the part of the company to adjust its marketing mix in the light of changing environment in order to bring maximum satisfaction to consumers and to achieve marketing objectives. One should not confuse with strategic marketing process and marketing strategy. Strategic marketing process involves planning, implementing and controlling, whereas marketing strategy is one aspect of marketing planning.