Results 281 to 290 of about 6,843,325 (337)

Strategic marketing, marketing strategy and market strategy

AMS Review, 2015
In the lead article of this issue, Hunt (2015) provides an exposition of how the resource-advantage (R-A) theory undergirds the sixteen foundational premises of marketing strategy advanced in Varadarajan (Journal of the Academy of Marketing Science, 38 (2), 119-140, 2010).
Rajan Varadarajan
openaire   +3 more sources

Marketing strategy

Absolute Essentials of Strategic Marketing, 2020
T. Proctor
semanticscholar   +3 more sources

Brand Spillover as a Marketing Strategy

Management Sciences, 2021
When a weak-brand firm and a strong-brand firm source from a common contract manufacturer, the weak-brand firm may advertise this relationship to promote its own product. This paper investigates whether the weak-brand firm should use such brand spillover
Xiaole Wu, Fuqiang Zhang, Yu Zhou
semanticscholar   +1 more source

Marketing Strategy: Pricing strategies and its influence on consumer purchasing decision

International journal of Rural Development Environment and Health Research, 2021
The current study aimed to examine pricing strategies as a determining factor in influencing consumer behavior. The present research applied quantitative research method via adapting questionnaire from academic sources.
B. Ali, G. Anwar
semanticscholar   +1 more source

New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright

, 2021
In the last fifty years, marketing theory and practice has made significant advances toward becoming more scientific and rigorous. This paper reviews significant past developments in marketing strategy, consumer behavior, and marketing analytics.
J. Sheth
semanticscholar   +1 more source

Think with me, or think for me? On the future role of artificial intelligence in marketing strategy formulation

The TQM Journal, 2020
PurposeThis paper explores if and how Artificial Intelligence can contribute to marketing strategy formulation.Design/methodology/approachQualitative research based on exploratory in-depth interviews with industry experts currently working with ...
Theresa Eriksson, Alessandro Bigi, Michelle Bonera   +2 more
semanticscholar   +1 more source

Marketing Innovativeness on Marketing Performance: Role of Religio-Centric Relational Marketing Strategy

Journal of Relationship Marketing, 2020
This paper is an empirical study aimed at investigating the effect of marketing innovativeness, market sensing capabilities and customer relationship management on marketing performance.
M. Mulyana, Hendar Hendar, Moch. Zulfa, Alifah Ratnawati   +3 more
semanticscholar   +1 more source

Content marketing strategy of branded YouTube channels

, 2020
As content marketing becomes a viable approach to build brands and connect with consumers, this study assessed top brands’ content marketing strategy on branded YouTube channels via content analysis.
Rang Wang, Sylvia M. Chan-Olmsted
semanticscholar   +1 more source

Marketing Strategy in the Digital Age

, 2020
The market changes faster than marketing. In essence, marketing strategy has undergone only two eras, the entity era and the bit era, also known as the industrial age and the digital age. In the age of digital society, all CEOs, CMOs and senior marketing
M. Kotler, Tiger Cao, Sam Wang, Collen Qiao   +3 more
semanticscholar   +1 more source