THE INTERPLAY OF MARKETING AND ORGANIZATIONAL STRATEGY: A COMPREHENSIVE REVIEW

• Dr. Kwesi A. Boateng

  Senior Lecturer in Business Strategy and Marketing, University of Cape Town Graduate School of Business, South Africa

  Author

• Dr. Hana Y. Kim

  Research Fellow in Organizational Strategy and Consumer Insights, Seoul National University Business School, South Korea

  Author

This article explores the profound and symbiotic relationship between marketing and corporate strategy in the contemporary business environment. It highlights how marketing has evolved from a purely functional discipline to a strategic imperative that significantly influences and is influenced by an organization's overarching strategic objectives. The paper defines both modern marketing concepts, including the marketing mix, customer-centricity, relationship marketing, market research, and integrated marketing communications, as well as the different levels of corporate strategy. Central to the discussion is the synergistic interplay, demonstrating how marketing provides crucial market intelligence for strategic formulation and acts as a vital mechanism for strategy execution. The article emphasizes that effective integration of these two functions is essential for building competitive advantage, fostering customer loyalty, and achieving sustainable growth in dynamic markets.

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