Strategic Marketing Revisited after September 11


  • Jean-Jacques Lambin



Strategic Marketing, September 11, Globalisation, World Economy, Competitive Interdependence, Civil Society’s Power, Global Governance


Within the globalised economy, strategic marketing remains the best mechanism to adjust demand to supply, but it also triggers a virtuous circle of economic and social development, reinforced today by the social, cultural and technological
changes observed in the market.
These evolutions in the interconnected global economy create grounds for optimism in that they are contributing to a more democratic and transparent market economy, based on new values.
In this new environment, national and supranational authorities have a key role to play: to monitor and to control the initiatives taken to meet emerging needs in order to reconcile market efficiency with the imperatives of a social vision.

Author Biography

Jean-Jacques Lambin

Full Professor of Market-Driven Management, University of Milan-Bicocca




How to Cite

Lambin, J.-J. (2002). Strategic Marketing Revisited after September 11. Symphonya. Emerging Issues in Management, (1), 7–27.