Document | Title | TC | Average TC per year | Normalized TC |
---|---|---|---|---|
Literature review as a research methodology: an overview and guidelines | 1,872 | 374.40 | 4.13 | |
(2021) | How to conduct a bibliometric analysis: an overview and guidelines | 1,221 | 407.00 | 2.31 |
(2020) | Assessing measurement model quality in PLS-SEM using confirmatory composite analysis | 1,103 | 275.75 | 2.66 |
Tourism and COVID-19: impacts and implications for advancing and resetting industry and research | 977 | 244.25 | 2.35 | |
(2019) | Predictive model assessment in PLS-SEM: guidelines for using PLSpredict | 913 | 182.60 | 2.01 |
(2021) | Digital transformation: a multidisciplinary reflection and research agenda. | 758 | 252.67 | 1.44 |
(2019) | How to specify, estimate, and validate higher-order constructs in PLS-SEM | 728 | 145.60 | 1.61 |
(2019) | Artificial intelligence for decision making in the era of big data – evolution, challenges and research agenda | 724 | 144.80 | 1.60 |
Impact of covid-19 on consumer behavior: will the old habits return or die? | 716 | 179.00 | 1.73 | |
The rise of motivational information systems: a review of gamification research | 639 | 127.80 | 1.41 |
Source impact
Journal | No. of articles | Scopus quartile | SJR | TC |
---|---|---|---|---|
26 | Q1 | 4.91 | 10,008 | |
22 | Q1 | 2.90 | 12,265 | |
6 | Q1 | 2.54 | 1,875 | |
4 | Q1 | 3.43 | 1,376 | |
4 | Q1 | 2.48 | 1,706 | |
4 | Q1 | 6.02 | 1,220 | |
4 | Q1 | 6.25 | 1,850 | |
3 | Q1 | 1.63 | 1,769 | |
3 | Q1 | 2.66 | 984 | |
3 | Q1 | 10.8 | 1,120 |
Authors | Topical focus | No. of articles | Fractionalized frequency | Total citations | -Index | -Index | -Index |
---|---|---|---|---|---|---|---|
Dwivedi YK | Digital innovation | 7 | 1.16 | 3,361 | 7 | 7 | 1.17 |
Hair JF | Multivariate analysis | 5 | 1.18 | 3,615 | 5 | 5 | 0.83 |
Hughes DL | Artificial intelligence | 5 | 0.57 | 2,305 | 5 | 5 | 1.00 |
Ringle CM | Data and business analytics | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Sarstedt M | Structural equation modeling | 4 | 0.84 | 2,512 | 4 | 4 | 0.67 |
Co-occurrence topics and future research avenues
Current research trends | Future research questions |
---|---|
Brown cluster – AI (e.g. , 2019; , 2020; , 2021) | |
Blue cluster – Covid-19 (e.g. ; ; , 2021) | |
Red cluster – bibliometric analysis (e.g. , 2018; ; , 2021) | |
Purple cluster – social media (e.g. ; , 2018; ) | |
Orange cluster – live streaming (e.g. , 2019; ) | |
Green cluster – Blockchain (e.g. , 2018; ; ) |
Potential research gaps | Future research questions |
---|---|
Data-driven marketing: to explore the potential of data-driven marketing by leveraging deep learning, AI and IoT technologies to enhance marketing practices, optimize customer targeting and improve overall business performance in the digital era | |
Environmental sustainability: to investigate the potential of using neuromarketing techniques, gamification and mixed reality to promote sustainable consumption practices | |
Mass personalization: to investigate how personalization of customers’ experiences can be enhanced and implemented responsibly and ethically | |
Wearable technology: to investigate how wearable technologies can foster deeper connections between consumers and brands |
IoT = Internet of things
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Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.
Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.
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Home » Marketing Management » Relationship Between Marketing Research and Marketing Strategy
If the company has obtained an adequate understanding of the customer base and its own competitive position in the industry , marketing managers are able to make their own key strategic decisions and develop a marketing strategy designed to maximize the revenues and profits of the firm. The selected strategy may aim for any of a variety of specific objectives, including optimizing short-term unit margins, revenue growth, market share , long-term profitability, or other goals.
To achieve the desired objectives, marketers typically identify one or more target customer segments which they intend to pursue. Customer segments are often selected as targets because they score highly on two dimensions:
Marketing research is a broad term that encompasses the process of gathering and understanding data about your customers, demographics and business climate. Marketing strategy involves putting the information discovered through marketing research to work. These are the concrete plans that a business uses to reach new and existing customers.
It can also involve the development and testing of new products or services. Information is the basis of marketing research. Businesses gather this information through seeking out demographic studies, test marketing products, conducting surveys and informally requesting feedback from existing customers. A strategy may start with identifying a specific marketing problem, such as increasing sales, expanding the customer base or introducing a new local business to the community.
Marketing research apart from a sound strategy will not benefit your organization. Constant research needs to keep your finger on the pulse of your target customer. It will alert you to pressure from competitors and opportunities to launch new products. Conversely, it should tell you when a new product is not right for the market. Reviewing your strategy, in light of your current research, several times a year will keep your advertising and sales efforts on track and allow you to discern if changes in your marketing approach need to be made.
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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. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess the current state of marketing strategy research by examining the papers in the six most influential marketing journals over the period 1999 through 2017. We uncover important challenges to marketing strategy research—not least the increasingly limited number and focus of studies, and the declining use of both theory and primary research designs. However, we also uncover numerous opportunities for developing important and highly relevant new marketing strategy knowledge—the number and importance of unanswered marketing strategy questions and opportunities to impact practice has arguably never been greater. To guide such research, we develop a new research agenda that provides opportunities for researchers to develop new theory, establish clear relevance, and contribute to improving practice.
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Contours of the marketing literature: text, context, point-of-view, research horizons, interpretation, and influence in marketing.
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We follow Varadarjan’s (2010) distinction, using “strategic marketing” as the term describing the general field of study and “marketing strategy” as the construct that is central in the field of strategic marketing—just as analogically “strategic management” is a field of study in which “corporate strategy” is a central construct.
Following the strategic management literature (e.g., Mintzberg 1994 ; Pascale 1984 ), marketing strategy has also been viewed from an “emergent” strategy perspective (e.g. Hutt et al. 1988 ; Menon et al. 1999 ). Conceptually this is captured as realized (but not pre-planned) tactics and actions in Figure 1 .
These may be at the product/brand, SBU, or firm level.
These strategic marketing but “non-strategy” coding areas are not mutually exclusive. For example, many papers in this non-strategy category cover both inputs/outputs and environment (e.g., Kumar et al. 2016 ; Lee et al. 2014 ; Palmatier et al. 2013 ; Zhou et al. 2005 ), or specific tactics, input/output, and environment (e.g., Bharadwaj et al. 2011 ; Palmatier et al. 2007 ; Rubera and Kirca 2012 ).
The relative drop in marketing strategy studies published in JM may be a function of the recent growth of interest in the shareholder perspective (Katsikeas et al. 2016 ) and studies linking marketing-related resources and capabilities directly with stock market performance indicators. Such studies typically treat marketing strategy as an unobserved intervening construct.
Since this concerns integrated marketing program design and execution, marketing mix studies contribute to knowledge of strategy implementation–content when all four major marketing program areas are either directly modeled or are controlled for in studies focusing on one or more specific marketing program components.
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Neil A. Morgan
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Kimberly A. Whitler
Ivy College of Business, Iowa State University, 3337 Gerdin Business Building, Ames, IA, 50011-1350, USA
Alliance Manchester Business School, University of Manchester, Booth Street West, Manchester, M15 6PB, UK
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Correspondence to Neil A. Morgan .
Mark Houston served as Area Editor for this article.
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Morgan, N.A., Whitler, K.A., Feng, H. et al. Research in marketing strategy. J. of the Acad. Mark. Sci. 47 , 4–29 (2019). https://doi.org/10.1007/s11747-018-0598-1
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Received : 14 January 2018
Accepted : 20 July 2018
Published : 18 August 2018
Issue Date : 15 January 2019
DOI : https://doi.org/10.1007/s11747-018-0598-1
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Global business Localization strategy
When launching a multinational campaign, is reach or relevance more of a priority?
How do brands ensure they are striking the right balance? Many companies have learned the hard way that a scattergun approach to internationalization not only delivers poor value for money but can also negatively impact customer loyalty and brand reputation.
If companies don’t prioritize relevance in different regional markets, their campaigns could be mistargeted and the meaning of brand messages lost.
At worst, they could even be offensive, inappropriate, or tone-deaf to the local audience. Beer brand Coors discovered this the hard way in the 80s when it launched its “Turn It Loose” campaign in Spain . Although successful in the US, the campaign’s strapline didn’t translate well internationally. For instance, when translated into Spanish, the phrase is commonly interpreted as “suffer from diarrhea.” While this campaign made an impact in the Spanish market, it’s for all the wrong reasons.
When launching global campaigns, companies must ensure that core messaging does not get lost in translation .
Many brands still struggle with localization as they prioritize simple language translation. They often fail to conduct the in-depth research needed to understand how their campaigns will resonate in different international markets.
When brands adopt a strategic approach, their marketing campaigns, content, and messaging resonate more effectively with local audiences. Companies reap the benefits of deeper engagement and improved brand positioning.
When brands prioritize local relevance, they gain a foothold in new markets, acquire new customers, build goodwill and loyalty, and benefit from a boost in sales.
An international, well-planned transnational strategy delivers substantial value for money without significant additional costs.
The roadmap for an international marketing strategy begins with solid planning and analysis and includes comprehensive market research, gathering data on linguistic trends, cultural nuances, and customer demographics. Marketers must evaluate the needs of each global market and define their target audience for each local region.
In particular, it is mission-critical to understand the linguistic nuances of each market, including regional dialects, local phrases, and slang.
Then, there are phrases that defy translation completely. Beyond communication alone, language is a complex amalgamation of culture, emotion, and identity.
Duolingo celebrated the beauty of the untranslatable phrase with the launch of its #EnglishMeinNahinJamta campaign (which means “It doesn’t translate in English”), using phrases understood by locals across different regions in India that do not have a direct translation in English.
Research was essential for the success of this campaign, and Duolingo undertook a comprehensive survey to understand how people across India incorporated different phrases into their daily language.
For markets where locals read from right to left, creating right-to-left (RTL) landing pages is one of the more technical aspects of localization.
BSC Education , an organization targeting international audiences for English language courses, found that its initial marketing campaign in English converted poorly. Native language users were not able to understand the marketing material.
The agency then shifted its approach by creating localized landing pages in Arabic. This required adapting email campaigns, landing pages, and ads to align with Arabic’s right-to-left formatting.
The results included a 2.5x increase in the conversion rate of Arabic landing pages and a 9.4% increase in email open rates , with clickthrough rates increasing by 10%.
Adapting the imagery by tailoring campaigns to reflect local tastes and preferences is also essential for executing successful multinational campaigns.
In the Middle East McDonald’s recreated its popular “Raise Your Arches” campaign but adapted the content to incorporate local insight and culture.
McDonald’s internationally recognized brand transcends culture or geography, and while the underlying message was the same globally, localizing the campaign details meant it resonated more deeply with regional audiences.
At the heart of McDonald’s success is the ability to identify universal values and formulate a core message that resonates globally.
The powerful combination of the globally recognized and iconic arches, layered with inclusive language, cultural insights, and localized images, resulted in a highly effective marketing success story.
Understanding the business case and rationale for investing in localization is paramount, particularly for brands starting their journey to international expansion.
According Alex Katsambas , Head of Linguistic Services at Farfetch, customers in key luxury fashion markets like China, Germany, and France expect communication in their local language. This expectation is backed by tangible improvements in financial performance.
However, when organizations step into unfamiliar territories, they need data, performance analysis, and metrics to build the business case for internationalization.
For Farfetch’s analysts, this entailed defining brand-specific metrics to measure success, including conversion rate, number of visitors, and number of converted visitors.
After launching the fashion brand in a new market with localized content, analysts measured carefully selected metrics against a control group as part of a long-term strategy.
It’s important to recognize that entering new markets may not lead to an immediate boost in performance or sales. Achieving success in a new market requires time, patience, and a strategic approach. Building brand awareness, understanding local consumer behavior, and gaining customer trust are gradual processes that unfold over time.
The brand undertook comprehensive analysis with metrics continuously monitored and data gathered over at least a year.
Part of the reason for the long-term strategy is building brand awareness from local consumers who previously may not expect tailored content in their home language .
From an SEO perspective, boosting search visibility through localized content takes time, especially considering that some markets may have their own preferred search engines.
As Katsambas notes , when Farfetch launched in Denmark, performance showed an uplift over the second half of the year post launch:
Performance marketing changes…it takes time, and from a brand perspective, the Danish consumer started seeing something in Danish…the local consumer is not used to it. They are not used to having big websites trying to break into the market, targeting in the local language…That is brand awareness, and that builds up, and the second half of the year after we launched, everything started going up, and I think it is just because everything was in place.” — Alex Katsambas, Head of Linguistic Services, Farfetch
The analysis must form part of a long-term strategy; success is often a part of the three-to-five-year plan. When Farfetch launched its website in Mexican Spanish, it was one of its smaller markets. Three years later, Mexico transformed into one of Farfetch’s more significant markets, projected to surpass the hundred million dollar mark.
Adapting marketing content by incorporating local insights and cultural nuances for specific markets is vital for success and results in deeper engagement, higher conversion rates, and greater customer loyalty.
But how can marketers increase the efficiency and scalability of global campaigns?
When entering an international market, relying solely on human translation can lead to longer lead times, increased effort, and higher costs, making it difficult to scale up quickly and achieve a fast time-to-market.
Technology such as generative AI can enable global brands to produce multilingual, informative, and conversational content for international markets with a rapid turnaround.
Companies are already harnessing AI-powered solutions such as ChatGPT for basic content translation. However, human editing is often necessary to refine the content, ensuring it aligns with the subtleties of slang, regional dialects, and language nuances. Without this additional layer of oversight, brands risk generating low-quality output that may not reflect their authentic tone of voice.
When generative AI is combined with advanced localization technology, it has the potential to transform the speed and quality of translations, enabling marketers to localize content on a large scale more efficiently.
The Phrase Platform combines the power of generative AI with cutting-edge, cloud-based translation technology to fine-tune automated machine translations for maximum impact, efficiency and most importantly quality.
The focus is not just on translation but also on precision and accuracy so that translated content conveys the brand’s intended meaning.
The technology includes Auto LQA , a capability that equips marketing and localization teams with the ability to quickly analyze the quality of localized content and produce an in-depth and automated assessment to feed into continuous improvement.
The quality of translated content is often subjective, but Auto LQA takes away that uncertainty for an accurate evaluation. Auto LQA fine-tunes translated content while ensuring consistent messaging across different markets.
Automating difficult and complex processes enables global teams to minimize the reliance on manual editing, thus reducing the time-to-market of multinational campaign launches efficiently and at scale.
Targeting and personalization are now the norm and tailored customer experiences are what today’s consumers expect.
A cookie-cutter approach simply won’t cut it, as highlighted by the Harvard Business Review as early as 2006; businesses that traditionally made their money by pursuing standardization are now relentlessly focused on adapting products for different markets.
While the advantages of diversifying for different audiences are widely recognized, finding the right balance is key. As the Harvard Business Review points out, too much customization can complicate brand messaging and drive up costs. However, with the right technology, achieving large-scale customization while preserving a consistent brand voice is now a practical and effective strategy.
Technology platforms, such as Phrase, enable businesses to leverage customization across different markets and adapt their strategies for diverse global audiences. This allows them to deliver tailored customer experiences at scale efficiently and cost-effectively, without compromising quality.
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By ensuring transparency, it could reduce the impact of greenwashing and support genuine practices.
Greenwashing, the practice where companies falsely advertise their products as sustainable, poses a significant threat to the integrity of sustainable markets, hampers efforts against climate change, and compromises social justice. Misleading claims that paint non-sustainable products as “green” can severely undermine consumer trust, reducing the perceived value of genuine green products and limiting consumers’ ability to make informed, sustainable choices. This erosion of trust turns markets, which could otherwise drive environmental sustainability, into ineffective entities.
How does blockchain technology enhance sustainability and protect intellectual property compared to traditional certification systems in combating greenwashing? Blockchain technology offers a more robust solution against the risks of greenwashing than traditional certification systems. By authenticating product information, blockchain not only encourages the development of sustainable products but also protects the intellectual property rights of green suppliers.
Research indicates that providing consumers with reliable, transparent, traceable, and tamper-proof product information can significantly mitigate the adverse effects of greenwashing, particularly in the ecological food sector. Blockchain technology offers a more robust solution against the risks of greenwashing than traditional certification systems. By authenticating product information, blockchain not only encourages the development of sustainable products but also protects the intellectual property rights of green suppliers and guarantees a consistent supply of verified green products.
The prevalence of greenwashing jeopardizes the credibility of products, brands, and institutions, threatening the pursuit of a sustainable future. As former U.S. Vice President Al Gore highlighted, the proliferation of misleading sustainability claims could severely impede climate progress. The motivation to label non-sustainable products as “green” arises from a desire to attract a growing demographic of sustainability-conscious consumers, particularly millennials, who often base their purchasing decisions on the sustainability credentials of products, thus increasing the appeal of greenwashing for companies.
The effectiveness of traditional eco-labels and certifications is increasingly under scrutiny. These systems frequently lack robust information support and authoritative enforcement, rendering them less effective in a globally interconnected market. In contrast, blockchain technology offers a reliable and efficient alternative. Its decentralized and immutable ledger allows consumers to independently verify the sustainability claims of products, enabling them to make well-informed decisions.
Reports from the European Commission and various studies underline the prevalence of misleading green communications, with many online claims proven to be inaccurate or unsubstantiated. Furthermore, the investment strategies of major environmental, social, and governance funds have been criticized for including companies with dubious sustainability practices.
To genuinely advance the Green Shift and effectively combat greenwashing, it is essential to harness technologies like blockchain. This strategy increases the transparency and reliability of sustainability claims and strengthens consumer trust in green markets, ensuring that authentic sustainable practices are recognized and rewarded. By embracing blockchain, businesses can better align with environmental standards and consumer expectations, fostering a more sustainable and ethically sound market environment.
Regarding market dynamics, perceived greenwashing creates conditions where consumers are deterred from making their intended sustainable purchases. This leads to market dysfunction akin to the “lemons” problem described in the seminal 1970 paper by Nobel Laureate George Akerlof. Research suggests that access to transparent, traceable, and tamper-proof information can significantly alleviate perceived greenwashing.
While certifications remain potentially effective, their enforcement is increasingly challenging in a global trade context. Employing a mix of strict certification enforcement alongside blockchain-enhanced information access can bolster consumer confidence and enhance the market viability of genuinely sustainable products. Additionally, the study underscores the necessity of monitoring market behavior to reduce greenwashing perceptions, pointing to the critical ongoing need for research in this vital area of market sustainability.
This article was first published on The Academic: https://theacademic.com/how-blockchain-technology-can-effectively-combat-greenwashing-in-sustainable-markets/
Nygaard, A., & Silkoset, R. (2023). Sustainable development and greenwashing: How blockchain technology information can empower green consumers. Business Strategy and the Environment, 32(6), 3801-3813. https://doi.org/10.1002/bse.3338
Arne nygaard.
Published 26. August 2024
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This SMART goal guide can help you with more effective goal-setting. 3. Identify your target audience and create buyer personas. To create an effective marketing strategy, you need to understand who your ideal customers are. Take a look at your market research to understand your target audience and market landscape.
Build a solid market research strategy. Having a deeper understanding of the market gives you leverage in a sea of competitors. Use the steps and market research tools we shared above to build an effective market research strategy. But keep in mind that the accuracy of your research findings depends on the quality of data collected.
Market research is the organized process of gathering information about your target customers and market. Market research can help you better understand customer behavior and competitor strengths and weaknesses, as well as provide insight for the best strategies in launching new businesses and products. There are different ways to approach ...
Abstract. 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. It is also the area within which many ...
June 3, 2021 28 min read. Market research is a process of gathering, analyzing, and interpreting information about a given market. It takes into account geographic, demographic, and psychographic data about past, current, and potential customers, as well as competitive analysis to evaluate the viability of a product offer.
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. It is also the area within which many of the most pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess the current ...
1. Have your market research data ready. It's crucial to build your marketing strategy on data, not assumptions. You're probably not developing and launching a product into the marketplace without market research —or at least you shouldn't be. Market research is an essential part of marketing and a topic on its own.
2. Focus Groups. Focus groups are similar to conducting interviews but on a larger scale. In marketing and business, this typically means getting a small group together in a room (or Zoom), asking them questions about various topics you are researching. You record and/or observe their responses to then take action.
Read Articles about Marketing Strategy- HBS Working Knowledge: The latest business management research and ideas from HBS faculty. ... 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 provides a high-level overview of marketing strategy research and offers a number of suggestions of areas ripe for future research. We discuss the most fundamental concepts that continue to drive current marketing strategy research and examine how these concepts have shaped marketing strategy and the role of the marketing function. In addition, we highlight the developments in ...
2. Create a Research Plan. Once you have found the problem you want to solve, the next step is to start building a research plan. If you haven't developed a marketing research plan before, the task can be intimidating. To help you out, here are some approaches you can use for your research.
A marketing strategy is an overview of how a business or organization will articulate its overall value proposition to its customers. Generally, a marketing strategy outlines business goals, target market, buyer personas, competitors, and customer value. It provides a long-term vision for overall marketing efforts, often looking many years ahead.
Market research is a systematic and objective process crucial for understanding target markets, refining business strategies, and informing decisions, which includes collecting, analyzing, and interpreting data on customers, competitors, and the industry. ... A well-planned strategy ensures that your market research is focused, efficient, and ...
Marketing Strategy: A marketing strategy is a business' overall game plan for reaching people and turning them into customers of the product or service that the business provides. The marketing ...
Morgan et al. (Journal of the Academy of Marketing Science, 47(1), 2019) propose a new conceptualization of the domain and sub-domains of marketing strategy and employ them as a framework to assess the current state of research in marketing strategy.Based on an analysis of articles addressing marketing strategy related issues published in six leading marketing journals during the period 1999 ...
Marketing strategy involves putting the information discovered through marketing research to work. These are the concrete plans that a business uses to reach new and existing customers.
1. Introduction. Research for the advancement of marketing thought and practice is the foundational drive for marketing scholarship. Indeed, most if not all marketing scholars aspire for their work to be useful for other marketing scholars to advance marketing thought and/or for marketers - first-level marketers (e.g., sales people, customer-service employees), mid-level marketers (e.g ...
commonly employed non-rational. processes of strategy making. — that the content of strong marketing. strategies is, to a useful degree, well. defined by the extant literature. This. content ...
Blending Research and Strategy. Marketing research apart from a sound strategy will not benefit your organization. Constant research needs to keep your finger on the pulse of your target customer.
New directions for marketing strategy are pro-. posed, aimed at overcoming the current limita-. tions of marketing theory. An integrated strategic marketing planning approach is offered, together. with a pilot application of the process. The paper. concludes with an agenda for research on mar-. keting strategy.
Nevertheless, given its focus on marketing strategy and limited research sources, it does not provide a comprehensive framework that covers all aspects of the marketing field. To complement the work by Morgan et al., this paper conducts a review with a more recent timeframe that focuses on recent trends, patterns and development in the field ...
Marketing research is a broad term that encompasses the process of gathering and understanding data about your customers, demographics and business climate. Marketing strategy involves putting the information discovered through marketing research to work. These are the concrete plans that a business uses to reach new and existing customers.
Each of the four channels Modern Retail+ Research examined in our CMO Strategies series draws on a different set of marketing tactics and is influenced by distinct consumer and advertiser trends. Among the four channels, social media had the highest overall channel usage for paid ads, at a 97% usage rate among survey respondents.
This study therefore undertakes a comprehensive re-view of the strategic marketing literature since 1999, with three specific objectives: (1) to develop a framework through which to assess the current state of research conducted within marketing strategy; (2) to illuminate and illustrate the state of. B.
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Morningstar is an investment research company offering mutual fund, ETF, and stock analysis, ratings, and data, and portfolio tools. Discover actionable insights today.
Unify your marketing strategy and activities by linking planning and execution records across the marketing ecosystem. Create, save, and share interactive views, such as calendars or timelines, to provide role-specific visibility and intelligence across teams. Learn about Workfront Planning. tab. Centralize work.
The need for ongoing research and monitoring. Regarding market dynamics, perceived greenwashing creates conditions where consumers are deterred from making their intended sustainable purchases. This leads to market dysfunction akin to the "lemons" problem described in the seminal 1970 paper by Nobel Laureate George Akerlof.
December 3 to December 5, Copland Theatre and other venues.Join us at Research Fest 2024 to explore strategies for improving your research impact and engaging with industry. Please register here.Why Attend?Research Fest offers opportunities to:Explore methods to increase research impact and industry engagement.Learn about innovative approaches that can apply research to real-world solutions ...
On August 5, 2024, Continental AG (OTC: CTTAY, $6.63, Market Capitalization: $13.3 billion) announced that its Executive Board is evaluating a potential spin-off and listing its Automotive group ...