Advantages and Disadvantages of Formulating Short-Term and Long-Term Marketing Strategies

Mohammad Abbasi

Abstract: In the context of ever-increasing instability in global markets and rapid digital transformation, the issue of reconciling the temporal horizons of marketing planning acquires critical significance. This study constitutes a comprehensive system-analytical review of the advantages and limitations of short-term and long-term marketing strategies. The aim of the work is to develop an integrative model that ensures the alignment of operational marketing tactics with the long-term objectives of the organization in order to enhance its adaptability and competitiveness. The methodological foundation of the research comprises methods of system analysis and synthesis, as well as a meticulous selection and synthesis of findings from leading scientific publications and up-to-date empirical data from industry reports. During the analysis, the principal friction points and areas of potential synergy between the short-term focus on rapid results and the long-term perspective of sustainable development were identified. On the basis of these findings, an original conceptual model of dynamic strategic harmonization is proposed, grounded in the principles of flexibility in resource allocation, cyclical (iterative) review of marketing steps, and a value-oriented approach to communication construction. The conclusion of the study is that abandoning the classical dichotomous perception of short-term versus long-term and transitioning to their dialectical synthesis constitutes a necessary condition for the formation of sustainable competitive advantages in the modern economic environment. The information presented in this study will be of interest to executives and marketing directors aiming to construct a balanced strategy that simultaneously achieves operational goals and strengthens the organization?s long-term market position. The theoretical contribution lies in substantiating an integrative paradigm of strategic marketing, thereby actualizing the discourse on the harmonization of temporal dimensions of management.

Keywords: marketing strategy, short-term planning, long-term planning, digital transformation, agile marketing, sustainable development, brand management, Customer Lifetime Value (CLV), Key Performance Indicators (KPI), integrative model

How to Cite?: Mohammad Abbasi, "Advantages and Disadvantages of Formulating Short-Term and Long-Term Marketing Strategies", Volume 14 Issue 9, September 2025, International Journal of Science and Research (IJSR), Pages: 1569-1573, https://www.ijsr.net/getabstract.php?paperid=SR25911093253, DOI: https://dx.doi.org/10.21275/SR25911093253