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In such a global environment, firms should develop their marketing strategy around three key dimensions (Zou and Cavusgil, 2002): (1) standardization-adaptation, (2) configuration-coordination...
This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing...
Chapter 1: What is Marketing? Chapter 2: Strategic Planning. Chapter 3: Consumer Behavior: How People Make Buying Decisions. Chapter 4: Business Buying Behavior. Chapter 5: Market Segmenting, Targeting, and Positioning. Chapter 6: Creating Offerings. Chapter 7: Developing and Managing Offerings.
This entry-level guide to digital marketing strategy will look to present an overview of the digital marketing landscape and provide an introduction to basic digital marketing concepts.
Present a clear and concise picture of how you plan to market/sell your product/service and how these strategies will produce profits. The marketing strategies that you use will depend on who you have established as your target customer. Knowing where you fit in the market, and what channels your
› Customer Acquisition: The marketing mediums and tactics that you use to execute your strategies to achieve your goals. Visualizing these buckets helps to reinforce the need for strategy before tactics.
In Section 4.1, we will arst deane the concept of marketing strategy by outlining central questions that a marketing strategy is supposed to provide answers for. Subsequently, in Section 4.2, we will present concepts that can support and facilitate the formulation of marketing strategies.
In our discussion of future research, we highlight some major and durable trends that will shape marketing strategy research in 2030s while Morgan et al. (2019*) propose a research agenda that prioritizes underinvestigated and managerially relevant topics in current marketing strategy research.
An effective digital marketing strategy helps you drive business growth by expanding and reinforcing your customer engagement in the most competitive online arenas. But every strategy has its own unique advantages, limitations, and ROI. In this article, we’ll look at some specific examples and explain how to build a comprehensive digital
Marketing objectives and strategies. Marketing objectives concern both what the organization hopes to receive from each segment in terms of, for example, market share, volume, value or contribution, and what it hopes to deliver to customers in return.