Theoretical Underpinnings of Research in Strategic Marketing: A Commentary - Phdassistance.com
                     THEORETICAL 
UNDERPINNINGS  OF 
RESEARCH IN STRATEGIC  
MARKETING: A COMMENTARY
An Academic presentation by
Dr. Nancy Agens, Head, Technical Operations, 
Phdassistance  Group www.phdassistance.com
Email: [email protected]
TODAY'S 
DISCUSSION
Outline In Brief
Introduction
Business Tactics  
Business 
Strategies
The Role of Theoretical Frameworks in Strategic 
Marketing  9 Theories Useful for Marketing Strategies
Future 
Scopes  
Conclusion
In Brief
Basic definitions, features and types of market R esearch  
Strategies. Applications, challenges of market research  
strategies. Research-based theories and future scope  for 
marketing.
Introduction
The purpose of this blog is to give readers an understanding 
 about the importance and characteristics of strategic
 Management
Business sectors either follow professional strategies or 
 products/services oriented-tactics to marketer move their 
 corporation to a global phase.
From content marketing to email marketing there so many 
 options to choose between a tactic and a strategy.
Marketing is the building block for expanding and even to 
 say, sustain a business in the industry.
Figure 1: Theoretical  
Underpinnings of  
Research in Strategic 
 Marketing
Business  
Tactics The art of handling things on-the-go.
Tactics are useful to run business in the flow.
A tactic will not lend a hand to offer big and extensive 
 decision-making suggestions but help in getting 
into  action from a plan decided before.
Business  
Business strategies are sketches for creating, managing, 
Strategie  handling and projecting a plan of action.
s
S earch engine marketing: Search engine marketing 
is  also known to be Google’s pay-per-click method.
R etargeting: The idea of retargeting market strategy 
is  to focus on bringing new customers for generating 
leads  and also, to get back towards the customers and 
clients  you lost before.
Contd..
C ontent marketing: Including blog posts, formal articles, personal write-
ups,  study analysis, etc. for a particular website or company profile, as to 
achieve  brand awareness.
I nfluencer marketing: One of the most trending marketing strategies, you  
prefer to hire or use a famous individual on the Social Networking platforms, to  
help you in branding products or services for your industry’s growth of revenue.
The Role of  In Research and Marketing Analysis, there are many  
Theoretical  theories developed in the stance of giving insights about 
Framework  business strategies.
s  in There is a dearth in indigenous marketing theories and due 
Strategic   to a few criticisms; the focus is more into the concepts from  
Marketing other inter-related domains.
You need to understand this Theoretical Framework since if 
 you are a researcher or a subject-matter expert.
There is a noticeable shift from theoretical development to a
data-driven approach and many other grounded 
processes.
9 Theories 1. Configuration theory
 Useful 2. Performance feedback theory
for  3. Organizational learning theory
Market ing 
4. Structure-conduct-performance theory
 
Strategies 5. Resource-based view
6. Organizational theory
7. Agency theory
8. Institutional theory
9. Contingency theory
Figure 2: Marketing 
 Research 
Discipline
Conclusion
The central theme of issues or subjects relates to the  
concepts of learning, understanding, elucidation and  
prediction of the behaviors in both the sellers and buyers.
This statement is also validated by the construal of cons, as 
 per the study conclusions of Hunt and Montogomery that  
reputes marketing as educational expertise.
Future You can create an impact research culture for marketing by 
  avoiding repetition of research works.
Scope For a fruitful way to employ Research Methods into marketing, 
 prefer using links only recent works.
s
Try to develop new models and theoretical framework, by  
reviewing pieces of L iterature and the marketing works of 
others.
Take time, analyze and develop the existing tools and resources 
 for a better future with enough technologies to handle unusual  
marketing dips and shocks.
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