Marketing Strategy in a Global

Niraj Dawar argues in the article, “When Marketing is Strategy” that business strategy development and revisions are increasingly moving downstream towards customer centric activities.  Dawar offers several illustrative examples of Zara (hyper fashion), Gillete, Coca Cola, among others in support.    Based on your learning of value chain, business strategy and product / market combinations do you share Dawar’s arguments that marketing is indeed becoming strategy?  Why? How does you learning of marketing plans for fulfilling enterprise mission statement, setting marketing goals and developing marketing strategies (big M) and tactics (small m) fit into this point of view.

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