Introduction Marketing is primarily aimed at identifying and meeting customer preferences to and retain them (Coxhead Et al, 2005, p v). Consumer education has increased and they are more demanding than ever before. The changing business environment calls for a change in the methodology, perception and approach from marketing managers. Continuous review of marketing strategies is therefore important for any organization that aims at surviving in the current competitive business world. The ultimate goal of strategic marketing is the improvement of profit margins of a firm. Firms identify market segments that are likely to increase profit in the future. Strategic marketing plans therefore aim at creating marketing time frames and the mode of implementation to capitalize on the promising market segments. Besides improving a firm’s performance, strategic marketing also aims at increasing customer satisfaction by engaging one on one with consumers. Besides, other goals of strategic marketing include growing a firm’s market niche and improvement of innovation and penetration. Sahaf too acknowledges that strategic marketing is dynamic and in that context, it is only better for marketing managers to master strategic marketing principles (p17). The principles will help in guiding them through their thought, actions and decision making. Strategic Marketing Principles These principles according to Sahaf include; the principle of cooperative spirit, the principle of selectivity and concentration, principle of customer value, principle of differential advantage and principle of integration (p 17). These principles will be used as the guidelines in critiquing the article. Strategic marketing principles help in development of customer relationship. In the article, Relationship Marketing and Organizational Performance Indicators by Shaker, T. Ismail & Basem, Y. Alsadi, relationship marketing is given emphasis. According to the article, the focus on strategic marketing should focus of forging closer relationships with the customers. Though good relationships with customers assure business of high returns, the article brings forth a feeling on overemphasis on the relationship. If the principles that Sahaf has presented were to be adopted to represent universal strategic marketing techniques, then the article only represents one of them, that of recognizing customer value. But, because all marketing activities are geared towards attracting and retaining customers, one can argue that, that the above mentioned principles fit in the different relationship making techniques described by the article. Cooperative spirit In the global market place, meeting competitive challenges involves many strategies, relationship management being one of them (McDanie & Gitman, 2008, p 29). The old capitalist approach where business was only driven purely by profit motives is fast fading. Increased competition has forced many businesses to establish special relationships where they mutually benefit. Relationship management according to McDaniel& Gitman involves enhancing interactions with customers and all other involved parties in order to develop a mutually benefiting relationship(2