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Karolina janiszewska, andresa insch th e strategic importance of brand positioning in the place brand concept. African journal of business management full length research paper the effect of marketing mix in attracting customers. 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. It is the premier outlet for substantive research in marketing. A framework for customer relationship management strategy orientation support in higher education institutions. Marketing strategy, product, price, place, promotion, packaging,after sales service and smes. We then conducted a survey of senior marketing executives about the strategic marketing practices adopted in their respective firms or business units, and developed scales to describe 11 strategic marketing activities. When companies value profits before people with christian sarkar. Jbs was established more than 25 years ago and contains articles from leading academics as well as business writers and consultants. Apr 07, 2020 all journal articles featured in journal of strategic marketing vol 28 issue 3. The analyses of marketing strategies for innovations. Case study of saderat bank in kermanshah province bahman saeidi pour1, kamran nazari2 and mostafa emami3 1department of educational, payam.
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. Introduction the purpose of competitive strategy is to achieve a sustainable competitive advantage. Marketings contribution to the implementation of business. Research in marketing strategy white rose research online. The concept of the marketing mix guillaume nicaise. Journal of virtual communitie s and social networking. Each ideal type has a different set of strengths and. Role of relationship marketing in competitive marketing strategy. Access to society journal content varies across our titles. 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. Its designed to give businesses a framework for creating a marketing strategy during the pandemic. Consumer network, word of mouth, marketing strategy, agent based. 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.
A firm that floods the market avoids being outflanked by competitors. Abstract excerpt almost any marketing textbook will tell you that the key to successful marketing can be summed up by the stp strategythat is, segmentation, targeting, and positioning. Journal of marketing research and case studies comjournalsjmrcsjmrcs. All journal articles featured in journal of marketing communications vol 26 issue 4. A marketing plan for turbulent times ivey business journal. In 2007, business week released an article by hindo. If you have access to a journal via a society or association membership, please browse to your society journal, select an article to view, and follow the instructions in this box. 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 framework for customer relationship management strategy orientation. I am returning to a pure marketing plan after several years creating communications and engagement plans and wanted to find some info on current approaches new frameworks. Pdf marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing. The rise of social media influencer marketing on lifestyle.
In an article entitled how integrated marketing communication works. All manuscripts considered for submission must be sent to gsjs online submission site. International journal of science and research ijsr. Download the understanding the publishing process pdf.
Cornell university school of hotel administration the. Global marketing strategies and implications for us based firms rebecca larson liberty university. Aimed at both international marketingbusiness scholars and practitioners at senior and midlevel international marketing positions, the. 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. A big advantage is the targeting capability of the electronic media that. Global marketing strategies and implications for us based.
Marketing mix is a greatest strategy for attaining competitive advantage for any firm. This is a repository copy of research in marketing strategy. O department of marketing the polytechnic, ibadan tel. The adaptation of health care marketing to the digital era. Borden harvard business school marketing is still an art, and the marketing manager, as head chef, must creatively marshal all his marketing activities to advance the short and long term interests of his firm. Impact of marketing strategy on business performance a. The results show, that marketing analyze for marketing strategy enables. Piercy 1 journal of the academy of marketing science volume 26, pages 222 236 1998 cite this article. Most downloaded industrial marketing management articles. 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 article highlights the comprehensive role of marketing strategies for innovations. Ihave always found it interesting to observe how an apt or colorful term may catch on, gain wide. The data for this article originated with a course development and research project into marketing implementation. The most downloaded articles from industrial marketing management in the last 90 days. Through the 1960s and early 1970s, schlitz beer was a strong number. Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy.
All journal articles featured in journal of strategic marketing vol 28 issue 3. 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. When online meets offline, style meets substance, and machinetomachine meets humantohuman with hermawan kartajaya, iwan setiawan risking the brand. Since its founding in 1936, jm has played a significant role in shaping the content. Marketing strategies and their impact on marketing. International journal of business and social science vol. One response on a marketing plan for turbulent times julea b january 11, 2016 at 11. Domain, definition, fundamental issues and foundational premises article pdf available in journal of the academy of marketing science 382. Marketing strategies and their impact on marketing performance of. This is an area that has received less attention from researchers in recent years, and accordingly we brie. Marketing strategies which includes the market strategies and marketing mix strategies simultaneously have significant influence on the performance marketing as 34. The journal of business strategy has a distinctly practical bent and is geared toward senior and middle managers in organizations and industries throughout the world. Marketing planning, market orientation and business. International journal of research in marketing elsevier.
Th e strategic importance of brand positioning in the place. Contributions addressing any aspect of international marketing are welcome. Since its founding in 1936, jm has played a significant role in shaping the content and boundaries of the. Oct 28, 2009 strategic marketing and marketing strategy. Although i am still conducting the research, i have compiled 35. Browse the list of issues and latest articles from journal of strategic marketing. Article selection criteria four primary criteria were then used.
The most downloaded articles from international journal of research in marketing in the last 90 days. The impact factor measures the average number of citations received in a particular year by papers published in the journal during the two preceding years. The emerald research register for this journal is available at the current issue and full text archive of this journal is available at. Our marketing approach complements this strategy, aiming to increase the visibility, accessibility and readership for your journal s articles. The implications of marketing paradigm weakness for the strategy execution process nigel f. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. The effect of marketing mix in attracting customers. 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. Domain, definition, fundamental issues and foundational premises. Marketing planning, market orientation and business performance sue pulendran.
Philip kotler s contributions to the field of marketing philip kotler s status as a major thought leader in marketing is widely. Elsevier is committed to offering the widest possible dissemination of published research, so journal content is accessible electronically via sciencedirect, scopus and health advance. 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. Social media brand influencers are on the rise, becoming one of the biggest marketing and public relations. Journal of management and marketing research role of relationship marketing, page 2 1. Journal of cultural marketing strategy henry stewart.
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