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Today's companies are working in a war zone of
rapidly changing competitors, technological advances,
new laws and more critical, flirtatious customer
loyalty. Companies find themselves competing in
a race where the road signs and rules keep changing,
where there is no finish line, no definite win.
This implies that existing market leaders have
also to take a fresh look at all aspects of their
business, more specifically the strategic dimensions
such as positioning and brand equity, in order
to retain and further improve their market share.
The marketing discipline has to redevelop its
assumptions, concepts, skills, tools and systems
for making sound business decisions.
Strategic Marketing has been playing a key
role in sharing and disseminating experience,
knowledge and information in the field of Strategic
Management and other related aspects of marketing
and advertising, under the able guidance of Dr.
Ranjan Das, Professor, Indian Institute of Management
Calcutta.
Encouraged by the tremendous success and the readers'
demand for publishing Strategic Marketing at higher
frequencies, the journal has now become a Bi-monthly
from a Quarterly. The first of the bi-monthly
series was launched in April1999.
The editorial, covers Strategic Management issues
including Brand Management, advertising agency
related topics, Market Research and other contemporary
Marketing Management topics, along with a case
study. .
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