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. Mooradian 2012 marketing strategy specifies the who, what, when, where, why, and how the business. Within a given environment, marketing strategy deals essentially with the interplay of three forces known as the strategic 3 cs. Journal of management and marketing research role of relationship marketing, page 2 1.
International journal of science and research ijsr. The impact of digital transformation on the retailing value chain open access. It is the premier outlet for substantive research in marketing. However, the consensus is that marketing strategy provides the avenue for utilizing the resources of an organization in order to achieve its set goals and objectives. Pdf available in journal of the academy of marketing science 382. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. Table 1 shows how kotlers work on strategic marketing explicitly addresses the need to tailor strategy to the environment in which it will be implemented. The global strategy journal is targeted at publishing the most influential manageriallyoriented global strategy research in the world. If you understand this digital marketing strategy a. Aimed at both international marketing business scholars and practitioners at senior and midlevel international marketing positions, the journal s prime objective is to bridge the gap between theory and practice in international marketing. 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. Product differentiation being the most commonly used one of these two strategic. All journal articles featured in journal of strategic marketing vol 28 issue 3.
International journal of scientific and research publications, volume 4, issue 5, may 2014 1 issn 22503153. Elsevier is committed to offering the widest possible dissemination of published research, so journal content is accessible electronically via sciencedirect, scopus and health advance. O department of marketing the polytechnic, ibadan tel. Official journal of the european marketing academy. In this strategy, innovations are carried out in marketing. Argues that green marketing is taking shape as one of the key business strategies of the future, and that the increasing environmental consciousness makes it incumbent on consumer marketers not just to respond to it, but to lead the way in environmental programs. A comparative analysis of strategies and business models.
Journal of strategic marketing publishes papers on key aspects of the interface between marketing and strategic management. Sets forth the need and recommendations for incorporating environmental concerns into strategic marketing. With the globalization of the world economy, interest in international entrepreneurship has increased rapidly over the past decade. 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. Marketing segmentation strategies can be cultivated through an extensive choice of attributes found among purchasers.
Our marketing approach complements this strategy, aiming to increase the visibility, accessibility and readership for your journal s articles. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. Marketing strategy has been a focus of organizations and a tool for. The most downloaded articles from international journal of research in marketing in the last 90 days. An exploration of the strategic action fields of swiss smes and large enterprises. This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. Pdf journal of international marketing strategy researchgate.
Fulfilment of wants of the prospects is one the important goals of marketing activities. International journal of business marketing and management ijbmm. American journal of business education june 2011 volume 4. Journal of brand strategy henry stewart publications. International journal of research in marketing elsevier. The capabilities of marketdriven organizations considerable progress has been made in identifying marketdriven businesses, understanding what they do, and measuring the bottom. Journal of cultural marketing strategy henry stewart. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a. Journal of digital and social media marketing provides a unique blend of practitioner and academic expertise to offer the reader an indepth understanding of digital marketing case studies and authoritative opinion. Marketing strategies and the performance of small and medium enterprises in akwa ibom state, nigeria ebitu, ezekiel tom, ph. The effect of marketing mix in attracting customers. Journal of strategy and management emerald insight.
Impact of marketing strategy on business performance a study. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Marketing strategy resource investments firm resources competitor resources customer willingness to pay good marketing strategies are based on resource advantages and the latter are created by speed or gambles. This is an important aspect of developing an electronic journal marketing strategy, especially. This is an important aspect of developing an electronic journal marketing strategy. Gsj publishes material dealing with a number of prominent themes, including. International journal of business and social science vol. Research in marketing strategy white rose research online. Keywords marketing strategy, creativity, strategic orientation, firm performance. Journal of marketing management experiential marketing.
It also provides an avenue for decisionmakers and business stakeholders to come up with a solid marketing strategies and action plan. 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. D department of marketing, university of calabar, nigeria. 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. When companies value profits before people with christian sarkar. Role of relationship marketing in competitive marketing strategy. Impact of marketing strategy on business performance a. When online meets offline, style meets substance, and machinetomachine meets humantohuman with hermawan kartajaya, iwan setiawan risking the brand. Innovation and product innovation in marketing strategy nagasimha balakrishna kanagal indian institute of management, bangalore, india abstract innovation leads to a process of change in organizations and its market offerings, and is a key weapon that marketing.
Marketing plan contents executive summary table of contents situation analysis marketing strategy. A marketing plan does not only focus on the promotion and advertisement of the businesss products and services. Asia pacific journal of marketing and logistics and other international journals. Domain, definition, fundamental issues and foundational premises. Experiments show that adding extra search costs to find discounted items can improve gross margins and sales by increasing the number of items inspected and serving as a selfselecting. Digital marketing strategy the ultimate guide to digital.
It also proposes a definition for marketing strategy, the. Marketing plan includes a process designed for predicting future events and determining strategies. Apr 07, 2020 all journal articles featured in journal of strategic marketing vol 28 issue 3. 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. Marketing strategies and their impact on marketing performance of. Marketing strategy, product, price, place, promotion, packaging,after sales service and smes.
Innovation and product innovation in marketing strategy. A more recent entry appears in strategic planning for public and nonprofit or. Marketing mix theoretical aspects international journal of. African journal of business management full length research paper the effect of marketing mix in attracting customers. It is a vehicle for discussing longrange activities where marketing has a role to play in managing the longterm objectives and strategies of companies. The implications of marketing paradigm weakness for the strategy execution process nigel f. In no particular order, we bring you 52 types of marketing strategies and tactics you can use to bring new customers to your business and grow your brand. A framework for customer relationship management strategy orientation support in. Journal journal of strategic marketing submit an article journal homepage. Role of relationship marketing in competitive marketing. Contributions addressing any aspect of international marketing are welcome. Pdf marketing strategy is a construct that lies at the conceptual heart of the field of. Marketing mix is a greatest strategy for attaining competitive advantage for any firm.
This research hasnt been cited in any other publications. Browse the list of issues and latest articles from journal of strategic marketing. Aimed at both international marketing business scholars and practitioners at senior and midlevel international marketing positions, the journal. Aim of article is to analyze marketing mix theoretical aspects. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing. Levels of a marketing plan strategic target marketing decisions value proposition analysis of. Chapter 5 marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. New research on marketing strategies from harvard business school faculty on issues including marketing to an international audience, digital marketing, and managing social media. This paper challenges the logic that making it easier for consumers to search across a wide assortment of products is the best strategy for online retailers. 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.
Consumer network, word of mouth, marketing strategy, agent based modeling. The article discusses that marketing mix is one of the main objectives of the marketing mix elements for setting objectives and marketing budget measures. 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. Aspects of that environment include internal factors such as market position, measured by market share and external ones such as macro economic conditions, and the nature of markets. The study examined the impact of three marketing strategies.
Electronic marketing e marketing can be viewed as a new philosophy and a modern business practice involved with the marketing of goods, services, information and ideas via the internet and other electronic means. International journal of business management and economic researchijbmer, vol 63,2015,167177. Srivastava, shervani, and fahey 1999 journal of marketing a holistic marketing framework. A marketing strategy should be centred around the key concept that customer satisfaction is the main goal. Rust the role of marketing as marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing. In line with the above conceptions, marketing strategy as applied to educational institutions can simply. Thus from the above definitions one can assert that a marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A good marketing strategy should be characterized by a clear. Baker 2008 maintained that marketing strategy is the goal of increasing sales and achieving a sustainable competitive advantage. Find a cause both your customers and your company care about.