A comparative analysis of strategies and business models. Get unlimited access to all of our exclusive marketing resources. Journal of cultural marketing strategy henry stewart. International journal of research granthaalayah 2537 management marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. When companies value profits before people with christian sarkar. Journal of cultural marketing strategy is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a useful and substantive contribution to the field of cultural marketing. Journal of brand strategy combines the latest information from leading academic thinkers together with best practice insights and expertise from branding professionals. Contributions addressing any aspect of international marketing are welcome. Keywords marketing strategy, creativity, strategic orientation, firm performance, pakistan.
International journal of enterprise compuinternational journal of enterprise computing and b ting and business systems ting and business systems usiness systems. Successful marketing strategy basically depends on the fms ability to identify and influence the flows of customers into and out of its franchise and into and out of the market. The adaptation of health care marketing to the digital era. Access of our marketing communications marketing resources here. In 2009, only 23% of marketers were using social media for years. Marketing mix theoretical aspects international journal of. Creating a unique product identity and branding strategy is important in formulating success of the company. Narver 1993, productmarket strategy and performance. A big advantage is the targeting capability of the electronic media that has led to its being used by managers of marketing in medical institutions as means of. And for businesses it represents a marketing opportunity that transcends the traditional middleman and connects companies directly with customers. Sep 18, 2016 the purpose of health care marketing is to learn and understand the needs and desires of prospective patients in order to be able to meet those necessities at the highest standards. Research in marketing strategy white rose research online. Role of relationship marketing in competitive marketing.
The latest news, videos, and discussion topics on marketing strategies entrepreneur. We develop and describe a framework for research in digital marketing that highlights the touchpoints in the marketing process as well as in the marketing strategy process where digital technologies are having and will have a significant impact. Aimed at both international marketingbusiness scholars and practitioners at senior and midlevel international marketing positions, the journals. Marketing strategy starts with market research, in which needs and attitudes and competitors products are assessed and continuesthrough into advertising. The strategy is a configuration and formation of available resources for an organization towards meeting the. Journal of naval science and engineering 2009, vol. Marketstrategies significant influence on the marketing mix strategies as 49. This is an area that has received less attention from researchers in recent years, and accordingly we brie.
All journal articles featured in journal of strategic marketing vol 28 issue 3. The type of research is descriptive method and used a method of causality by using path analysis. Within a given environment, marketing strategy deals essentially with the interplay of three forces known as the strategic 3 cs. Impact of marketing strategy on business performance a. Marketing communications articles page 1 marketing. Marketing strategy of a company revolves around 4ps product, price, place and promotion. The journal of marketing jm develops and disseminates knowledge about realworld marketing questions relevant to scholars, educators, managers, consumers, policy makers and other societal stakeholders. The emerald research register for this journal is available at the current issue and full text archive of this journal is available at. Most downloaded industrial marketing management articles.
Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. This is a repository copy of research in marketing strategy. Journal of management and marketing research role of relationship marketing in competitive marketing strategy nagasimha kanagal indian institute of management, bangalore abstract competitive marketing strategy cms has relationship marketing rm as one of the key functionality in enhancing business performance. The impact of marketing strategies on profitability of small grocery. Analyzing the effectiveness of marketing strategies in the. Research in marketing strategy article pdf available in journal of the academy of marketing science august 2018 with 41,382 reads how we measure reads. International journal of enterprise compuinternational. Marketing strategies and their impact on marketing. A read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext.
Hambrick 1980, measuring organizational strategies. Defensive marketing strategy by customer complaint. Marketing planning is probably one of the most widely used and widely. An analysis of the miles and snow strategy types, european journal of marketing, 2710, pp. One reason for this is that people think about strategy in different ways. Buell and moonsoo choi find out what happens when they also embrace transparency, accentuating the. How do technology stores, particularly those owned by apple and microsoft, affect retail sales and market dynamics at malls.
He use a total of 29 questions to measure new product marketing strategy and seven. Strategy is also important to explore several strategic options, investigating each one carefully before making strategic choices. A framework for customer relationship management strategy orientation support in. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. A good marketing strategy should be characterized by a clear. Strategy is about the most crucial and key issues for the future of organizations. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Role of relationship marketing in competitive marketing strategy.
In order to measure marketing strategy effectiveness, a. Some theoretical and methodological problems academy of management. When online meets offline, style meets substance, and machinetomachine meets humantohuman with hermawan kartajaya, iwan setiawan risking the brand. Consumer network, word of mouth, marketing strategy, agent based. Defensive marketing strategy by customer complaint management. Marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. Yet, there is no definitive answer about what strategy really is. Domain, definition, fundamental issues and foundational premises article pdf available in journal of the academy of marketing science 382. Introduction digital marketing is often referred to as online marketing.
The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. This left the company looking for new leadership and direction. Chi 2011, 46 defines social media marketing as a connection between brands and consumers, while. Cornell university school of hotel administration the.
Marketing strategies which includes the market strategies and marketing mix strategies simultaneously have significant influence on the performance marketing as 34. It is the premier outlet for substantive research in marketing. Measuring ambush marketing and sponsorship effects. The university of baghdad was among the first universities to establish elearning education center for staffs and students who could not make themselves available for conventional education. Pdf marketing strategy is a construct that lies at the conceptual. Competitive strategy in the marketfocused business. Academy of strategic management journal volume 17, issue 2, 2018. Universal equality, gender equality, and criminal justice reform.
Nov 16, 2014 a read is counted each time someone views a publication summary such as the title, abstract, and list of authors, clicks on a figure, or views or downloads the fulltext. Domain, definition, fundamental issues and foundational premises. Moreover, this research attempts at providing empirical evidences to the importance of competitive advantage and product innovation in achieving superior marketing performance. Strategies for marketing mix of 4ps for competitive advantage the marketing mix by 4ps is a conjuration and it can only be implemented by marketing managers. Marketing mix is a greatest strategy for attaining competitive advantage for any firm. This is an important aspect of developing an electronic journal marketing strategy, especially. This article discusses a key concept in marketing called the country of origin effect. Almost any marketing textbook willtell you that the key to successful marketing can be summed up by the stp strategythat is, segmentation, targeting, and positioning.
Strategy has been studied for years by business leaders and by business theorists. Impact of marketing strategy on business performance a study. Journal of marketing research and case studies comjournalsjmrcsjmrcs. The purpose of health care marketing is to learn and understand the needs and desires of prospective patients in order to be able to meet those necessities at the highest standards. Marketing planning, market orientation and business performance. Marketing management articles management study guide. Since its founding in 1936, jm has played a significant role in shaping the content and boundaries of the. Institutional explanations for local diversification. In 2007, business week released an article by hindo. New research on marketing from harvard business school faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy. Aim of article is to analyze marketing mix theoretical aspects. A theoretical analysis firms improve sales and market shares in a variety of ways.
Volume 26, 2020 vol 25, 2019 vol 24, 2018 vol 23, 2017 vol 22, 2016 vol 21, 2015 vol 20, 2014 vol 19, 20 vol 18, 2012 vol 17, 2011 vol 16, 2010 vol 15, 2009 vol 14, 2008 vol, 2007 vol 12. Online journal marketing strategies 33 enefits of electronic journals when developing a marketing plan for an electronic journal, the marketer needs to consider what is different about electronic journals compared to the print format. We scrutinize the result of digital marketing on the base of firms sales. New research on marketing strategies from harvard business school faculty on issues including marketing to an international audience, digital marketing, and managing social media.
Citescore values are based on citation counts in a given year e. Marketing and cultural narratives with christian sarkar the innovation ecosystem. The future of competition with christian sarkar pumas brand activism. Journal of management and marketing research role of relationship marketing, page 2 1. Go pro today five ways to make your marketing copy a whole lot more engagingnick usborne writing better. Marketing planning, market orientation and business. A comparative analysis of strategies and business models of.
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