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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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