abstract
- © 2017, Academy of Marketing Science.Constructing suitable marketing strategy and its effective implementing are art and science both, like the orchestration of a symphony. This paper blends this analogy with the science of marketing demonstrating the levels of strategy development in a competitive marketplace. The paper presents marketing-mix in contemporary context and argues that performance of a marketing firm can be maximized, by developing a creative marketing strategy and achieving marketing strategy implementation effectiveness. The discussion in the paper reveals that marketing managers of different levels operate simultaneously within the firm and perceive the need for strategy development with varied preferences.