Abstract. Companies develop marketing strategies only for success. But, sooner or later, even the most successful strategies begin to wear out and lose their impact on the performances of the company. The mutual attraction between the marketing strategy and the performance of the company is known as the law of marketing gravity. Once a marketing strategy loses impact on the marketing performance as a result of the law of marketing gravity a fundamental change is needed. This change must be made according to a new marketing thinking during a cyclic process for development of the new marketing strategy. This paper is aiming to point out that companies must recognize the limited viability of their marketing strategies, identify the causes of the strategic wear out and implications of the law of the marketing gravity. All these should be a solid ground for marketing strategic change which must be included in the general plans of change of the company and implemented with the particular tools of the strategic management of change.

Keywords: law of marketing gravity; strategic drift/wear-out; strategic opportunism; strategic change; cycle of change.