The following paper deals with marketing strategy. Specifically, it deals with the development of a theoretical model for marketing strategy formulation and implementation and its contribution to Marketing Theory. The literature about strategy was examined and two strategy making models were used for developing a model presented in this article. Besides combining these two models, an exploratory research was conducted to elaborate an initial structure of an evolutionary model, which was later validated with a group of companies using the results of a Structural Equation Modeling. Analysis of results in this research has shown the significant variables and their connections to build a model of marketing strategy making. This model contributes to the study of marketing strategy because it presents reflections about formulation and implementation considering several strategy views.
Marketing; strategy; process; formulation; implementation