In the dynamic landscape of modern marketing, decision-making processes play a pivotal role in shaping organizational strategies and outcomes. This theoretical study delves into the intricate relationship between cognitive marketing and strategic drift, with a particular focus on the pervasive influence of cognitive bias in marketing decision-making. The study begins by outlining the fundamental concepts of cognitive marketing, which emphasize the cognitive processes, perceptions, and behaviors of consumers and marketers alike. It underscores the importance of understanding the intricacies of how humans process information, make judgments, and form preferences in the context of marketing. One of the central tenets of this study is the exploration of how cognitive bias, a prevalent cognitive phenomenon, can lead to strategic drift in marketing. Cognitive biases, stemming from heuristics and psychological shortcuts, often distort marketers' judgments and choices, potentially diverting them from well-planned marketing strategies. The study highlights a range of cognitive biases, including confirmation bias, anchoring, and availability heuristics, and their implications for marketing decision-making. Furthermore, this study offers insights into the potential consequences of strategic drift in marketing, such as misaligned messaging, diminished customer engagement, and suboptimal performance. It explores strategies to mitigate the negative impacts of cognitive bias, emphasizing the importance of cognitive awareness and decision-making frameworks to promote more informed and rational marketing choices. 1. Introduction In the fast-paced world of marketing, decision-making processes are at the heart of organizational strategy development and execution. The ability to make informed, rational, and effective decisions is paramount for marketers aiming to achieve their goals in a highly competitive and ever-evolving landscape. This theoretical study embarks on a comprehensive exploration of the intricate relationship between cognitive marketing and a phenomenon known as "strategic drift," while placing a spotlight on the pervasive influence of cognitive bias in marketing decision-making. Cognitive marketing, as a discipline, focuses on understanding and harnessing the cognitive processes, perceptions, and behaviors of both consumers and marketers. It recognizes that in the realm of marketing, successful strategies depend not only on the quality of the product or service but also on how these offerings are perceived and received by the target audience. Consequently, cognitive marketing seeks to shed light on the psychology behind consumer preferences, judgments, and information processing, thereby providing a more profound understanding of the multifaceted marketing landscape. Strategic drift, on the other hand, is a concept that raises concerns about the consistency of an organization's strategy over time. It suggests that as time elapses, a gap may emerge between the organization's intended strategy and the actual strategy that it ends up following. For marketing professionals, this can be a particularly vexing issue, as strategic drift can lead to misalignment with the market, customer disengagement, and, ultimately, suboptimal performance.