Marketing strategy includes all basic and longterm activities in the field of marketing that deal with the analysis of the strategic initial situation of a company and the formulation, evaluation and selection of marketoriented strategies and therefore contribute to the goals of the company and its marketing objectives. Since then, such approaches have been used by business, government, and nonprofit organizations. Marketing planning, market orientation and business performance. The planning of marketing activities is one of the main priority of the company. Advances in strategic marketing and the advancement of the marketing discipline. Introductory guide to sanitation marketing developing a marketing strategy water and sanitation program. Susanne schwarzl, m onika grabo wska online marketing strategies. Strategy is one of the most important factors of marketing. Measuring ambush marketing and sponsorship effects.
Marketing strategies and their impact on marketing. This is an area that has received less attention from researchers in recent years, and accordingly we brie. Advances in strategic marketing and the advancement of the. The changing role of sales connecting repositories. Using customer equity to focus marketing strategy the authors present a unified strategic framework that enables competing marketing strategy options to be traded. It is a vehicle for discussing longrange activities where marketing has a role to play in managing the longterm objectives and strategies of companies. Marketing orientation, pricing strategies, pricing objectives, telecom, jordan. Impact of marketing strategy on business performance a study of selected small and medium enterprises smes in oluyole local government, ibadan, nigeria. Philip kotlers contributions to the field of marketing philip kotlers status as a major thought leader in marketing is widely. Effects of internet marketing strategies on sale of. The journal of business strategy publishes articles with a practical focus designed to help readers develop successful business strategies. Marketing mix is the set of the marketing tools that the firm uses to pursue its marketing objectives in the target market kotler, ang, leong and tan, 1999. Journal of management and marketing research role of relationship marketing, page 2 1.
The valueprocess framework albrecht enders, andreas konig, harald hungenberg, thomas engelbertz article information. Home international journal of marketing studies ccse. Published by the canadian center of science and education, ijms aims to provide an avenue for highquality research in various aspects of marketing management and strategy, such as. Marketing strategies which includes the market strategies and marketing mix strategies simultaneously have significant influence on the performance marketing as 34. Role of relationship marketing in competitive marketing strategy. 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. Promotion strategy which includes the sales promotion, technological change and advertisement were all used by coca cola company in the marketing of its product in nigeria. It is in corporate strategy, management identifies the business in which the comp any will be involved in. Through building an right marketing strategy by applying fit product, price, promotion, and place strategy to the right target market and through forecasting or studying the surrounding environment to gain competitive advantage over competitors. Since, internet marketing is the component of marketing that deals with the planning, pricing, promotion, and distribution of products and services over the internet panwestern ebusiness team, 2005. Foxall, 2001 in our study we focused on marketing strategy as being an indication of how each.
Impact of marketing strategy on business performance a. This paper fills an important gap in our understanding of how to integrate the internet in marketing strategy formulation. The impact of marketing strategy on organization reputation. The researcher recommends that the companies should focus more on marketing orientated pricing and share it in the marketing strategy of the company.
Journal of strategy and management emerald article. Theories of marketing management and strategy need to evolve and change to keep pace with changes in the marketplace and in marketing practice goldsmith, 1999. Piercy 1 journal of the academy of marketing science volume 26, pages 222 236 1998 cite this article. Porter 2000 explains that the purpose of marketing strategy is to execute activities differently than competitors. Marketing mix theoretical aspects international journal of. O department of marketing the polytechnic, ibadan tel. Toolkit the water and sanitation program is a multidonor partnership administered by the world bank to support poor people in obtaining affordable, safe, and sustainable access to water and sanitation services. Marketing strategies aim at increasing the sales of a company, by the sociological and. Role of relationship marketing in competitive marketing. It was not until the 1950s that formal approaches became popular. Metaphors as a marketing strategy development tool, nase gospodarstvo, 53 56. Strategic planning and forecasting fundamentals abstract individuals and organizations have operated for hundreds of years by planning and forecasting in an intuitive manner. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion.
An evaluation of marketing strategies undertaken by coca cola. Reflections on marketing strategy and digital marketing. 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. Journal of strategic marketing publishes papers on key aspects of the interface between marketing and strategic management. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Institutional explanations for local diversification. Official journal of the european marketing academy marketing. Journal of strategic marketing scimago journal rank. The jmcbem is indexed in econpapers and ideasrepec.
The journal of marketing and consumer behaviour in emerging markets jmcbem is an open access journal. The influence and value of analogical thinking during new product ideation. Different marketing strategies consisting of different price, promotion, quality levels and different number of. Abstract corporate marketing planning is the process by which an organization sets its longterm priorities regarding products and markets in order to enhance the value of the overall company. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing a highquality medium for the dissemination of.
Porter is a business strategy expert and professor at harvard business school who has written many scholarly articles and books on this topic. Analyzing the effectiveness of marketing strategies in the. Finally place strategy which involve selection of distribution channels, transport arrangement etc which are very essential to. The implications of marketing paradigm weakness for the strategy execution process nigel f. Domain, definition, fundamental issues and foundational premises article pdf available in journal of the academy of marketing science 382. Marketstrategies significant influence on the marketing mix strategies as 49. In order to explore the complexities of developing a strategic marketing plan, this. Strategic marketing planning goal is to identify and create competitive advantage, is a logical sequence and also includes a series of activities leading to setting goals and formulating marketing strategies and tactics to achieve objectives with financial consequences resulting from applying the proposed strategies. Worldwide faculty perceptions of marketing journals. Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. The submission of manuscripts is free of fee payment. A general economics and teaching a2 economic education and teaching of economics a23 graduate. Journal of marketing and consumer behaviour in emerging markets. It introduces or reinforces a marketing message while pushing a user to another profile or business site.
The quotation from baumgartner and pieters 2003 citationbased ranking study in the journal of marketing illustrates the importance of marketing journals as a scholarly vehicle in the marketing. Marketing strategy is a longterm, forwardlooking approach and an overall game plan of any organization or any business with the fundamental goal of. Keywordsbelt and road initiative, digital marketing infrastructure, global value chains, marketing strategy. Albrecht enders, andreas konig, harald hungenberg, thomas engelbertz, 2009,towards an integrated. Marketing mix theoretical aspects margarita isoraite 1 1 department of international business, vilniaus kolegijauniversity applied sciences, lithuania doi. Impact of the internet on marketing strategy formulation. Journal of cultural marketing strategy henry stewart. Internetbased marketing strategies in the various areas of the marketing mix. We argue that the internet should be viewed as part of the firms longterm marketing strategy and it should be integrated with all other. 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.
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