Marketing and strategy fit together (in spite of what some management educators seem to think!)

Throws down a challenge to management educators and trainers, as well as to managers themselves, to reconsider how they relate the critical issues in marketing to the equally critical issues in business strategy and vice versa. Management education is accused of repeatedly failing to respond to changes in the business world, and of artificially separating marketing from strategy for reasons of administrative neatness, which have nothing to do with the real problems that managers have to solve. A structure is provided, which reflects practices in real organizations, as a way of clarifying this question. This structure has important implications for educators and practitioners, and self‐audit questions are provided for both types of reader.