Iscuss and critically assess the assertion that the role of marketing

Hello there, below are the details of the essay:

Essay Title:

Discuss and critically assess the assertion that the role of marketing, vis-a-vis Strategic Planning, has diminished as a general management orientation, and that marketing has taken on a very functional, narrow specialist role, not the broad, conceptual philosophy predicated by the marketing concept”.

The question entails to identify whether Marketing has a strategic role or a functional role in the eyes of Academics. This is the reason why it is so important to use Academic Journal Articles. The essay should include a brief description and review of what is the Marketing Concept(The ideology is that marketing should have a strategic role). The essay can be focused in various different ways:

Looking it as a matter of cultural differences and how marketing has a different role within companies in different countries (so maybe focus on one country).
Looking at how small and large global companies see it in a different perspective (small companies see it as functional and global companies see it as strategic).
-Looking at it as a linear approach: Maybe talk about how it has changed historically. (I believe this is the easiest approach and probably the one I prefer).

Please let me know if this is unclear and if you need any further explanation of the title and essay content.

The essay aims to evaluated your worked based on the following criteria:

Critical thinking
Quality of thought
Quality of Discussion
Quality of effort in gathering information from relevant sources Namely: Academic Journals (THESE ARE VITAL AND SHOULD CONSITUTE AT LEAST 15 REFERENCES)
Harvard Referencing

It would be good if you could include the following book within the references and do reference to it within the essay:

Author: Wilson, R. M. S. (Richard Malcolm Sano)
Title: Strategic marketing management : planning, implementation and control / Richard M.S. Wilson and Colin Gilligan.
Edition: 3rd ed.
Publisher: Amsterdam ; London : Elsevier Butterworth-Heinemann, 2005.
ISBN: 0750659386

Some academic journals that would be of help include:

Title: Marketings Role in Strategic and Tactical Planning
Author(s): Donald V. Shiner
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1988 Volume: 22 Issue: 5

Title: Strategic Marketing Planning: A State-of-the-art Review
Author(s): Malcolm H.B. McDonald
Journal: Marketing Intelligence & Planning
ISSN: 0263-4503
Year: 1992 Volume: 10 Issue: 4

Title: Strategic marketing planning: a grounded investigation
Author(s): Nicholas J. Ashill, Mark Frederikson, John Davies
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 2003 Volume: 37 Issue: 3/4 Page: 430 460

Title: Marketing: Concept and Function
Author(s): Leslie Bernard Trustrum
Journal: European Journal of Marketing
ISSN: 0309-0566
Year: 1989 Volume: 23 Issue: 3 Page: 48 56

Title:The spherical marketing concept: A revitalization of the marketing concept
Author:Svensson, Goran
Journal:European Journal of Marketing
ISSN: 0309-0566
Year: 2005 Volume: 39 Issue: 1 Page: 5