Asian Journal of Research in Marketing

This study identifies the effect of strategic marketing on organizational performance of 40 Iranian companies. 160 managers of these companies have been selected as appropriate respondents for the study. A total of 160 questionnaires were distributed among respondents and 143 usable questionnaires were returned. It is important to note that four dimensions have been used for measuring strategic marketing as follows: Market orientation, Innovation orientation, Inside-out capabilities, and Outside-in capabilities. Further, organizational performance has been measured by two dimensions as follows: Financial performance, and Marketing performance. For analyzing the data, the authors utilize Structural Equation Modeling (SEM) with LISREL statistical software. Factors analysis shows that strategic marketing affects organizational performance positively. Therefore, managers and business owners can utilize strategic marketing practices to improve the performance of their companies