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Marketing strategies seem to be an important type of strategies, that result in Sustainable Competitive advantage.
Traditionally, according to an integrated approach, organizations could develop marketing strategies based on their internal capabilities and external position. Marketing strategies play two important roles to sustain competitive advantage: (1) encourage customers to return (according to market-based view), and (2) create distinctive competencies through making core competencies VRIO (according to RBV, VRJO refers to Valuable, Rare, not Imitable and to be able to Organize).
In the age of drastic changes Organizations must consider innovative knowledge as a new input to sustain competitive advantage and to develop intellectual nzarketing strategy (more than internal capability and external position as existing inputs).
In this paper, we are going to contribute a new perspective to develop marketing strategy. It is sustaining competitive advantage and developing intellectual marketing strategy (IMS) through innovative knowledge to
achieve superior performance.