This collection investigates the fundamental principles and evolving challenges of strategic marketing management within a competitive corporate environment. Editors Roger A. Kerin and Robert A. Peterson, both established scholars in the field of marketing, curate a selection of influential articles originally published in various professional periodicals. The text provides a structured framework for understanding how marketing strategy integrates with broader organizational goals and decision-making processes.

The subject matter points to a dense, academic-focused text intended for students and practitioners seeking a historical overview of strategic marketing thought. The framing suggests a foundational resource that prioritizes theoretical rigor and established management principles over contemporary trends.