Overview

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.

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9781636514574

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Author Information

George S. Day is the Geoffrey T. Boisi Emeritus Professor and Emeritus Faculty in Residence at the Mack Center for Technological Innovation at the Wharton School, University of Pennsylvania. He was previously the Executive Director of the Marketing Science Institute and is a past chairman of the American Marketing Association (AMA). Day has authored 20 books in the areas of marketing, innovation and strategic management and has published over 135 articles. He has won one best book award and 10 best article awards, and two of these articles were among the top 25 most influential articles in marketing science in the past 25 years. He was honored with the Charles Coolidge Parlin Award in 1994, the Paul D. Converse Award in 1996, the Sheth Foundation award in 2003, the Mahajan Award for career contributions to strategy in 2001, and the AMA/Irwin/McGraw-Hill Distinguished Marketing Educator Award in 2003. In 2011, he was selected to be one of 11 Legends in Marketing. Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

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