The aim of this chapter is to discuss the evolution of marketing as a field of practice and academic discipline, the different eras of its evolution and relevant market factors and competitive factors to reinforce our perceptions of the advances of marketing dynamics that extend competitive advantage and ensure business sustainability. An inductive constructivist approach is followed to support findings from the reviewed literature. These illustrate six eras in the evolution of marketing and recommend an analysis of the causes and consequences of stakeholder relationships and interactions as a stakeholder causal scope of strategic market/stakeholder orientation, as an alternative approach to building capacity in dealing with the contemporary competitive markets, with an aim to prolong competitive advantage.
|Title of host publication||Innovation and Capacity Building|
|Subtitle of host publication||Cross-disciplinary Management Theories for Practical Applications|
|Editors||Demetris Vrontis, Yaakov Weber, Alkis Thrassou, Riad Shams, Evangelos Tsoukatos|
|Place of Publication||Hampshire, UK|
|Number of pages||16|
|Publication status||Published - 2018|
|Name||Palgrave Studies in Cross-disciplinary Business Research|