An internationally focused synthesised marketing strategy underpinned by qualitative research

Purpose – The aim of the paper is to make explicit how qualitative research can enable senior marketers to formulate an internationally focused synthesised marketing strategy. A number of marketing research issues are highlighted including the need to track customer expectations; identify what customer value represents; and explain how scenario analysis and planning can be embraced in order to produce marketing initiatives that facilitate company‐customer interaction. Design/methodology/approach – This paper is based on a review of the literature and can be considered a critical appraisal and appreciation. The internationally focused synthesised marketing strategy represents an extension of the marketing body of knowledge. Findings – A number of trends have been identified in the business environment that will refocus the attention of senior marketers in the years ahead. It is envisaged that marketing researchers will work more closely with marketing intelligence officers and marketing strategists in order to actively harness the benefits associated with the internet; engage more fully in regional, national and international research projects; and provide assistance to those responsible for developing and deploying customer relationship management models and concepts. Research limitations/implications – Practising marketers and marketing academics need to undertake joint qualitative research projects in order to establish how electronic business is transforming buyer‐supplier relations through time. Qualitative research can be undertaken in order to identify customer expectations and these can be matched with the level of customer service provided. Qualitative research can also be undertaken to establish how concerns regarding an individual's privacy can be maintained when purchasing online. Practical implications – Marketing practitioners need to adopt a pro‐active approach to qualitative research and engage in more future oriented research. This may require an investment in raising the skill base of marketing researchers and the development of new organizational structures. Originality/value – This paper will be of interest to marketing academics, marketing researchers and senior marketing managers, as it links the marketing research process with marketing intelligence and decision‐making. Several aspects of the marketing body of knowledge have been extended and a link established with aspects of general management.