Implementando Estrategias de mercado ¿Gestión estratégica de marketing o una combinación?

With the requirements of the business environment to adjust to the needs of their customers, it is essential to implement appropriate marketing strategies to reach the target audience, however, this strategy may require efforts from other organizational units. Thus, we intend to examine the relationship between strategic management and marketing in key aspects such as the interface between strategic issues and marketing issues and how it is managed in practical settings. To this end, a review of the literature on this subject is proposed. The findings are supported by empirical information about conventional perspectives on marketing content, strategic management and decision making, as well as organizational changes and theoretical arguments that have undermined these concepts