Strategic marketing planning: a critical part of market success : A review of the marketing function of a Cypriot liquid food‐packaging company

Purpose – Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – It is no secret that if a company is looking to grow its market share and improve its overall position, the marketing function plays a key role. In this article, a liquid food packing company in Cyprus is analyzed and, through a strategic review, the authors identify ways in which its marketing function can develop the capabilities to have a fully integrated relationship with its customers and improve considerably on its current 23 percent market share. Practical implications – Provides strategic insights and practical thinking that have influenced some of the world's leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.