marketing strategy literature review pdf

Jain 2000 "Strategic marke ting means l ooking at the whole of a. company's portfolio of products and markets, and managing. the portfolio to achieve the company's overa ll goals". Bradley ...

This paper contributes to the literature concerning the marketing strategy process. It reviews the extant literature in this field, drawing out areas of consensus and gaps in that literature.

A marketing strategy is a company's overarching plan for connecting with potential customers and persuading them to purchase its products or services. A marketing plan typically includes the value proposition of the company, key brand messages, data on target customer demographics, and other significant elements.

This paper aims to provide a comprehensive literature review and analysis of the main digital marketing strategies. The research objectives are to identify and categorize the most common and ...

Marketing strategy is a significant driving force that distinguishes the success of many organizations not only by well-developed marketing strategies outlining where, when, and how the firm will compete but also by their ability to execute the marketing strategy decision options chosen (e.g. Day and Wensley 1988; Varadarajan 2010).

The last major review of research in marketing strategy was undertaken by Varadarajan & Jayachandran (1999). Clearly, much has happened in the worlds of both practice and research ... This study therefore undertakes a comprehensive review of the strategic marketing literature since 1999, with three specific objectives: (a) to develop a ...

This article reviews the state of marketing strategy research by examining the papers in six influential journals from 1999 to 2017. It also develops a new conceptualization of the domain and sub-domains of marketing strategy and a research agenda for future studies.

Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. Some authors appear in different years (for example Jain). This paper analyzes new approaches of the term STRATEGIC MARKETING or MARKETING STRATEGY and its evolution through the years.

2.1 Management, Planning, and Strategy 2.2 Retailing 2.3 Channels of Distribution 2.4 Electronic Marketing 2.5 Physical Distribution 2.6 Pricing 2.7 Product 2.8 Sales Promotion ... Marketing Literature Review (91. levels, Demographic characteristics, Self-interest and public opin-ion, Statistical analysis, Managerial implications.] 29 2 ...

a weak marketing strategy can be stated in terms that contain definitions of market and product. The literature concerning marketing strategy content is noticeably lacking in providing indications of desirable marketing strategy properties. Fortunately, the marketing strategy literature is complemented in this respect by the broader strategic ...

The research objectives are to identify and categorize the most common and effective digital marketing strategies from the existing literature and to contribute to the academic understanding of digital marketing strategies by synthesizing and analyzing them. The research method is qualitative, linking exploratory and descriptive approach.

In order to reach and engage target markets in an ever-changing landscape, marketing strategies must be developed in the twenty-first century. As a result, the goal of this research paper is to identify marketing strategies used by various industries in both the local and global contexts during the COVID-19 era.

The research objectives are to identify and categorize the most common and effective digital marketing strategies from the existing literature and to contribute to the academic understanding of digital marketing strategies by synthesizing and analyzing them. The world in which people lead their lives now is full of connections. These connections have also been favored by the emergence and ...

literature review pa pers (e.g., Katsikea s et al. 2016;L i p s e y and Wilso n 2001 ), we develop ed a protocol for coding ea ch of the key aspects of marketing strategy (i.e., first coding

A company's overall plan for reaching out to potential customers and converting them into buyers of their goods or services is referred to as a marketing strategy. The value proposition of the business, critical brand messages, information on target customer demographics, and other important components are all included in a marketing plan.

The literature on market innovation is currently fragmented and characterized by heterogeneity of terminology, theoretical paradigms, and empirical research settings. The purpose of this article is to map the field, identify distinct research clusters, and uncover shifts in the literature's underpinning conceptual perspectives. Specifically ...

2.1 Introduction. In the previous chapter the scope and the rationale of this thesis were outlined. The main argument is that the place of sport sponsorship in general marketing and sport marketing theory should be explored to enable marketers to make sound sport sponsorship decisions.

Marketing Literature MYRON LEONARD, Editor Review Western Carolina University This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over 125 journals (both academic and trade) are reviewed by JM staff. Descriptors for each entry are assigned by JM staff.

RQ: What digital marketing strategies are most effective in maximizing business to perspective-client exposure? IV. METHOD Badke (2017) expressed that the literature review is an effective method in revealing what has been complete on a topic. This method provides a rationale for more study on an issue and grounds to move the entire subject ...

Place strategies had a positive significant effect on the sales performance of small and medium enterprises in Kenya. Location-based marketing is one of the best ways to convert foot traffic and online traffic into new customers. Location-based marketing helps to remove barriers to sales.

A marketing strategy is a long-term plan for attaining a company's goals through consumer understanding and the creation of a distinct and sustainable competitive advantage. Marketing strategies are very important to any business organisation in order to achieve business goals.

on levels of the competition. Marketing strategy contributes to competitive advantage(Day & S., 1984) by combining the customer-influencing strategies of the business into an integrated ar. y of market-focused actions. Strategic marketing includes the actions of the businesses aimed at pr.

The Review paper attempts to understand the essence & concept of Pharmaceutical Marketing. It further aims to massively review the existing literature on Pharmaceutical Marketing and present the ...