Integrating Marketing Strategy With Business Management: A Roadmap For Competitive Advantage
DOI:
https://doi.org/10.53555/jaes.v21i3.72Keywords:
Strategic integration, marketing strategy, business management, competitive advantage, organizational alignmentAbstract
In today’s rapidly evolving business landscape, the strategic integration of marketing with business management has become a vital determinant of sustainable competitive advantage. While marketing has traditionally been treated as a functional domain, there is growing recognition of its potential as a core strategic enabler. Many organizations continue to struggle with aligning marketing activities with broader organizational goals. The research employed a qualitative, exploratory design using thematic content analysis of scholarly and applied literature sources. The study focused on identifying key strategic frameworks, integration barriers, and emerging trends. Secondary data were analyzed across four domains: theoretical alignment, organizational challenges, strategic contributions, and practice adoption. Findings revealed that frameworks such as the Resource-Based View, Dynamic Capabilities, and Integrated Marketing Communications dominate the discourse on integration. Key organizational barriers include siloed structures, digital skill gaps, and strategic short-termism. High integration positively impacts strategic planning, customer value creation, and sustainability initiatives. Emerging practices like data-driven marketing and cross-functional collaboration are increasingly adopted by firms seeking agile, aligned operations. The study underscores that marketing should be positioned as a strategic function central to innovation and value delivery. It recommends deeper structural integration, stronger digital capabilities, and future empirical validation to refine and operationalize integration frameworks across industries.
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Copyright (c) 2025 Surya Kant Sharma, Dr. Amishi Arora, Dr. Sheetal Bhasin Kapoor, Dr. Sheetalba Rana, Dr. Sadhna Chauhan, Dr. Sayak Gupta (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
