This chapter explores the business context in which marketing decisions are made. It frames the discussion from a marketing point of view, emphasizing, products and services, customers, innovation, and sources of competitive advantage. Marketing scholars agree that a good business strategy makes marketing much easier and its productivity more achievable. While marketing managers typically have little direct influence over their organization's strategic intent and business model, their actions can affect the efficiency and effectiveness with which it implements strategy. They do this through their understanding of target consumers' buying behaviour and making sure that the voice of the customer is not lost in the process of strategic planning. In this process, they gain more credibility in the organization by linking marketing actions to accounting outcomes.
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