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.