Strategic marketing has established itself as a separate body of marketing knowledge
and forced marketing strategists to think more deeply about establishing long-term
working relationships that are external to the organization. Relationship marketing
has evolved and is playing an integral part in the formation of partnership arrangements
in an era characterized by networks and technology utilization. The Internet represents
an emerging vehicle for business transactions and is set to provide unique opportunities.
Developing a mindset which takes into account the importance of strategic marketing,
the necessity for relationship marketing and the interactivity offered by technology,
are of interest to marketers who are employed within a strategic capacity. In view
of this, senior marketing personnel need to pay attention to the areas of corporate
intelligence and transformational marketing, if, that is, the organization is to
develop a sustainable competitive advantage in a fast moving, complex and increasingly
unpredictable world. It also means that senior management need to think in terms
of establishing a number of distinct groups within the organization.