Strategic marketing plan 2010 20052010 conference 2004 version 0. Role of relationship marketing in competitive marketing. This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. Introductory guide to sanitation marketing developing a marketing strategy water and sanitation program. These numbers demonstrate the importance of internet nowadays and necessity for companies to be present on this certain market the online market. This document is fe709, one of a series of the food and resource economics department, ufifas extension. Marketing strategy 2 learning objectives learning objectives after reading this chapter, you should be able to. Much attention was not given to marketing and marketing activities of croatian road transporters. Sudharsan 1995 marketing strategy creates pathways to a desirable future. Catharines ontario, canada, l2s 3a1 canada abstract the internet has become an indispensable tool for todays businesses. A potential problem with distinguishing between marketing strategy and marketing management along the above lines is that at the most fundamental level, while the former pertains to the marketing. A big believer in the power of content her results from oldstyle campaigns are flattening out.
Domain, definition, fundamental issues and foundational premises. With a good marketing plan you can expand your reach, set attainable objectives and launch your new products with success. Fourth we empirically test the role of relationship marketing. Marketing strategies and their impact on marketing. A case of safaricom ltd in kenya telecommunication industry. Marketingmix is characterized as one of the key concepts in modern marketing theory. Marketing plan rotary needs to be identifiable to attract new members and it needs to meet the needs of its members if it is to retain them. Chapter 5 marketing strategies an overview marketing strategy is a broad plan for achieving marketing objectives. 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. Understand the scope of strategic marketing planning identify broad organizational market strategy alternatives describe the value of alternative portfolio models. Analyzing the effectiveness of marketing strategies in the.
Strategic marketing strategies on the performance of firms. Essentially, marketing strategy is a plan that allows a business owner to direct activities that are consistent with the goals of the business owner and organization and spend money wisely in order to create the greatest amount of return on investment. It also presents an overview on social media marketing in india. The second part should help you attack your very next piece. In turn, this focus helps you find customers more easily and spend your time and money effectively to grow your business. An evaluation of marketing strategies undertaken by coca. Impact of the internet on marketing strategy formulation dr. Marketing mix, commonly known as the mccarthys 1960 4ps, consists of product, price, place and promotion. It is wellknown that traditional offline marketing strategies are already widely. 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. Official journal of the european marketing academy. The output form such marketing strategy analysis and choice or strategic marketing decision is a marketing strategy statement.
When marketing is strategy a lesson for solution providers. Third we conceptualize the role of relationship marketing to competitive marketing strategy. Sean has been featured on cnn, bbc, itv, on numerous radio stations and has contributed to many newspapers. Consumer network, word of mouth, marketing strategy, agent based modeling. Using customer equity to focus marketing strategy the authors present a unified strategic framework that enables competing marketing strategy options to be traded off on the basis of projected financial return, which is operationalized as the change in a firms. Second we lay out the framework of competitive marketing strategy and delineate the position of relationships. The key to a sustainable strategy and positioning is an. Marketing strategy, in terms of these key constituents, must. Comments and contributions are always invited to the marketing projects strategy discussion forum see the project pages for an archive and details of how to participate. Index termsstrategy implementation, strategy formulation, balanced scorecard. International journal of enterprise compuinternational. Official journal of the european marketing academy marketing. The internet marketing academy developing an internet marketing strategy.
Abstract the purpose of this paper is to investigate the impact of strategic marketing strategies on the performance of firms. Business solutions for ecommerce the digital coasts leading ebusiness consulting firm, established on the belief that there is a. The type of research is descriptive method and used a method of causality by using path analysis. The internet marketing academy fakulta telesne vychovy. Using customer equity to focus marketing strategy the authors present a unified strategic framework that enables competing marketing strategy options to be traded. It gives you a plan to promote your business, target the right clients, and allocate your resources wisely. It is wellknown that traditional offline marketing strategies are already widely used by the companies around the world and there are almost no new options for. Define the features and benefits of your products or services. Pdf journal of international marketing strategy researchgate. Marketing strategy, on the other hand, addresses issues of gaining long run advantage at the level of the firm or strategic business unit. This process is referred to as the swot analysisso named be cause it examines the strengths and weaknesses of the organization, as well as the. How to prepare an effective marketing strategy by sarah elaine eaton, ma a marketing strategy is a map that gets you and your business where you want to go. The course should help you critically analyze new ideas and relate these ideas to your own research interests.
Because of the complexities of these two factors, marketing rotary in traditional terms is an almost impossible task. When using the search facility, enter specific search keyword rather than broad terminology or sentence. This paper fills an important gap in our understanding of how to integrate the internet in marketing strategy formulation. Research in marketing strategy white rose research online. Journal of strategic marketing publishes papers on key aspects of the interface between marketing and strategic management. Basic marketing strategies for improving business performance. Kotler 1997 the selection of target markets, the marketing mix and the marketing expenditure levels. Manuscriptandsubmissionguidelines marketingmanagementjournal january2010. To give information about the services and services via websites. However, mentioned figures describe the potential of. The shipping marketing strategies within the framework of. First, let s look at some preliminary aspects to internet marketing as well as what exactly marketing is. Marketing uvm farmer training program mark cannella farm business management specialist mark. Essentially, marketing strategy is a plan that allows a business owner to direct activities that are.
Edition september 2004 developing a marketing strategy introduction your marketing plan is a focused and functional plan for all your marketing activities. 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. By closing this message, you are consenting to our use of cookies. An evaluation of marketing strategies undertaken by coca cola.
All journal articles featured in journal of strategic marketing vol 28 issue 3. A good marketing strategy should be characterized by a clear market definition, b a good match between corporate strengths and the needs of the market and c superior performance, relative to the competition, in the key success factors of the business. In the study, first we examine the nature of relationship marketing. 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. A framework for customer relationship management strategy orientation support in.
Any marketing strategy seeks to answer the following questions. Sample strategic business plan an internet sports entertainment portal this document was written by. It is in corporate strategy, management identifies the business in which the comp any will be involved in. Companies spend effort to find the most efficient marketing mix in order to implement a successful marketing strategy. As the financial crisis had a strong impact on this. Building on a great tradition of global marketing scholarship, ijrm aims to contribute substantially to the field of marketing research by providing. Describe how you will position your products or services. Sean is the founder of the internet marketing academy which aims to improve the standards of internet marketing around the globe. Journal of cultural marketing strategy henry stewart. Fe709 basic marketing strategies for improving business performance in the turf and lawncare industry1 john j. He s been featured in over 250 di erent publications.
Find materials for this course in the pages linked along the left. It also proposes a definition for marketing strategy, the. Peter yannopoulos associate professor brock university st. Marketing strategy, product, price, place, promotion, packaging,after sales service and smes. This process is referred to as the swot analysisso named be cause it examines the strengths and. Undoubtedly it has become more difficult to capture all of the touch points and key buying factors that have resulted. To learn about our use of cookies and how you can manage your cookie settings, please see our cookie policy. Keywords marketing strategy, creativity, strategic orientation, firm performance. Product strategy was strongly applied such as the modification of its product as well as after sales services which all help to facilitate the marketing of the product. It is a vehicle for discussing longrange activities where marketing has a role to play in managing the longterm objectives and strategies of companies. Susanne schwarzl, monika grabowska online marketing strategies. This discussion should stimulate great interest among solution players. Good marketing has always sought those moments, or touch points, when consumers are open to influence.
Marketing strategies and their impact on marketing performance of. Strategic marketing strategies on the performance of firms in nigerian oil and gas industry akinyele, samuel taiwo school of business studies, covenant university, ota nigeria. Internetbased marketing strategies in the various areas of the marketing mix. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of. Projects strategy discussion forum see the project pages for an archive and details of how to participate. Base your marketing strategies on knowledge of your target market and the competition and choose the right marketing mix to highlight your competitive advantage. In order to answer such questions and to provide the reader with better.
We argue that the internet should be viewed as part of the firms longterm marketing strategy and it should be integrated with all other. 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. Therefore, basic decisions must be made on three essential pillars shown in diagram 1. Every business organization is using it in some way or another these days. To search for a specific subject in an article, magazine, or journal, enter one or more keywords youre looking for into the search box. Impact of the internet on marketing strategy formulation. A marketing strategy that is well articulated will enable one to focus on marketing activities to achieve the organisational goal. Role of relationship marketing in competitive marketing strategy. The analyses of marketing strategies for innovations. The study and practice of marketing have broadened considerably, from an emphasis on marketing as a functional management issue, to a wider focus on the strategic role of marketing in overall. Corporate marketing planning global journals incorporation. Identify current top 3 revenue streams then desired 35 for 510 years.
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