Marketing Strategies




Thenew dominant logic thesis has an essential implication for practice,marketing theory, and pedagogy. The new dominant logic ischaracterized by customer relationship management, interactivity,market alignment and the networked markets. The convergences ofthese attributes are linked to the integration of knowledge(information) (Roberts and Adams, 2010). Such information enhancesreal-time analysis of organizational activities, cross-functionalprocess and synchronizing divergent points of the customer contact.Grounded on an operation resource-based view the new dominant logiccan be selective and path-dependent process, wherein, it has become aservice focused strategy.

Marketingrenaissance is described as a strategy that focuses on the need toserve customers well when dispensing services. Nevertheless,marketing is not mentioned as an important factor when describing therelationship between the customers and the firms (Firat, 2010).However, it is emphasized that building customer loyalty and customerpromises, is the enterprise’ responsibility. From both paradigms,the customers are viewed as an important feature in any business.Creating value for the customer’s experience is imperative acrossdifferent platforms (Armstrong, 2011). Gaining customer values andsatisfaction improves the firm’s competitive advantage in themarketplace.

Theintegration of new dominant logic plays an imperative role inpiloting effective marketing sensing, as well as, provisioning newvalue proposition for the customers. This role is preferred inmarket-driven organization, described by multi-faceted skills inunderstanding, attracting and maintaining valuable customers. Assuch, the new dominant logic suited tool in the present market, sinceit is market, driven and customer oriented.


Armstrong,J. (2011). Reply to the Commentaries on “Evidence-basedAdvertising.&nbspInternational

Journalof Advertising,30, 790-794

Firat,A. (2010). Commentaries on the State of Journals in Marketing.MarketingTheory,10 (4):


Roberts,D., and Adams, R (2010). Agenda Development for Marketing Research:

TheUser’s Voice. InternationalJournal of Market Research,52 (3): 339-362

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