Perceptions of marketing strategy and strategic marketing in UK companies

There is little reported empirical evidence about marketing strategy and strategic marketing. Also, several competing explanations of marketing strategy, and of strategic marketing, are to be found in the literature. The results of a study of marketing strategy and strategic marketing, in UK companies, do not give much support to these literature explanations, as the latter are not reflected in managerial perceptions. Both marketing strategy and strategic marketing seem to be of lesser importance than other strategies, but most respondents consider that they should be more important.