literature review marketing strategy

A Comprehensive Literature Review on Marketing Strategies Adopting by Various Industries. 9 Pages Posted: 30 Dec 2022. See all articles by Rashini Hansika ... 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 ...

Munich P ersonal RePEc Archiv e. Strategic Market ing. A literature review. on definitions, concepts and boundaries. Jorge Mongay. Autonomous Universit y of Barcelona, SBS Swiss Business School ...

The last major review of research in marketing strategy was undertaken by Varadarajan and Jayachandran . Clearly, much has happened in the worlds of both practice and research in the past twenty years, making the present study needed and timely. ... This study therefore undertakes a comprehensive review of the strategic marketing literature ...

The effectiveness of marketing strategy making processes: A critical literature review and a research agenda January 2003 Journal of Targeting Measurement and Analysis for Marketing 11(3)

This pa per. 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 ...

We believe that, over the next 10 to 20 years, future marketing strategy research will build on the extant literature by deepening our understanding of why and when marketing matters (Section 4.1), improving methodology with the availability on new data and better models (Section 4.2), and shifting its focus to keep pace with emerging issues (Section 4.3).

Thus, a literature review on consumer marketing strategy for e-commerce in the last decade is opportune. This paper aims to identify research trends in the field through a Systematic Bibliometric Literature Review (LRSB) of research on marketing strategy for e-commerce. The review includes 66 articles published in the Scopus® database ...

Against this backdrop, the purpose of this article is to provide a review of the literature and reveal the underlying structure of the field of market innovation, identify distinct research streams, and uncover major shifts in perspectives. ... His research lies at the intersection of marketing strategy, innovation, and entrepreneurship, with a ...

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).

A Comprehensive Literature Review on Marketing Strategies Adopted by Various Industries in Local and Global Context during COVID-19 Era. Number of pages: 11 Posted: 29 Dec 2022. Downloads 16. Date Written: December 19, 2022. Abstract. Marketing tactics play an important role in accomplishing an organization's goals and objectives. In order to ...

This paper analyzes new approaches of the term STRATEGIC MARKETING or MARKETING STRATEGY and its evolution through the years. Although most authors speak about some parts of Strategic Marketing, here is included a list of definitions of the term. ... Strategic Marketing. A literature review on definitions, concepts and boundaries @inproceedings ...

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 ...

Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. ... literature review pa pers (e.g., Katsikea s ...

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 ...

By way of a systematic literature review (SLR), the article evaluates 57 qualifying publications in the context of AI-powered marketing and qualitatively and quantitatively ranks them based on their coverage, impact, relevance, and contributed guidance, and elucidates the findings across various sectors, research contexts, and scenarios ...

Specifically, a review of the recent academic and practitioner marketing literature (e.g., Cuevas, 2018; Kumar, 2018; Sridhar & Fang, 2019) suggests three major changes occurring in the world of sales and marketing: (1) a rapidly changing technological environment including big data's impact on sales and marketing practice, (2) the emergence of ...

A systematic literature review has been conducted on digital marketing, and its implementation in SMEs. The impact of digital marketing on SMEs performance is observed over the past 12 years through the resources which are undertaken for the study, namely, Science Direct, Scopus, Springer, IEEE Explorer, ACM Digital Library, Engineering Village ...

The literature on digital marketing demonstrates how it has evolved into a crucial component of contemporary marketing strategy. A full explanation of the growth of digital marketing and its ...

Academics have recently noted, however, that "only a handful of scholars have made headway into the practices and outcomes of educational marketing" (DiMartino and Jessen, 2018, p. 14 [1] 1).Indeed, there are only two previous literature reviews (Oplatka and Hemsley-Brown, 2004 [289] and 2012 [291a]): the first from the 1990s comprising 25 papers; the second adding a further nine papers ...

This article provides a systematic review of the extensive and fragmented literature focused on Digital Transformation (DT) and marketing by identifying the main themes and perspectives (i.e., employees, customers, and business processes) studied by previous research. By mapping the DT literature in the area of marketing, 117 articles, published between 2014 and 2020, have been identified ...

Based on the literature review, the researchers identified the following themes: digitalization and digital marketing, digital and traditional modes of marketing, social media as a digital ...

Exploring CLV in the context of emerging technologies further expands the potential for improving CLV measurement and application in marketing strategies. Based on the review of the literature, the study can generate the main hypothesis: H01: CLV has no significant impact on an organization's financial performance (ROA, ROE and P/E Ratio)

The purpose of this article is to contribute to ongoing discussions in academic marketing aimed at fostering greater attention to conceptual and theoretical research (e.g. Hunt, 2018; Lehmann, 2005; MacInnis, 2011; Vargo & Koskela-Huotari, 2020; Yadav, 2010).Unlike other approaches to the validation of theory in academic marketing, whereby empirical and mathematical proofs are seen as the main ...

Saif, Nashwan Mohammed Abdullah, Aimin Wang. "Exploring the Value and Process of Marketing Strategy: Review of Literature." Journal of International Business Research and Marketing 2, no.2 (2016): 7-18. Article Views:52,342. International Journal of Management Science and Business Administration Volume 2, Issue 2, January 2016, Pages 7 - 18.