http://www.marketingforsuccess.com/marketing-strateMarketing in the twenty-first century has become an integral part of every business organization irrespective of the nature of its business. This is apparently due to the stiff competition and the increase in globalisation as well as the continuous innovation in the process of marketing itself through deploying latest IT based tools and infrastructure. The fact that any business operates mainly around its customers and only when the business is functioning with the customer as the primary element; it can achieve competitive advantage in the market. This essay is focused on the argument by Jean-Jacques Lambin (2000) that, marketing is a business philosophy and an action orientated process which is valid for every organisation in contact with its constituency of users. The essay aims to justify that marketing in the current business environment should not only be perceived as an operational factor of the organization and that the organization must strategically deploy the concept of marketing on an organization wide basis in order to be successful in the business.
The essay provides an overview of the operational marketing and compares it with the benefits of strategic marketing with an organizational perspective. The report then presents a critical analysis on the strategic marketing with examples from various organizations within and outside UK so as to develop a profound understanding on the topic under debate.
2.0: Operational Marketing
The process of marketing in the operational perspective as argued by Philip Kotler (1988) focuses mainly on gaining the attention of the target customers and effectively completing a sale in order to generate revenue. The marketing process so perceived is mainly restricted to the operational level (i.e.) the marketing department of the company operates as a separate entity using the funds allocated for marketing in the budget without the close operation with the...