Relevant bibliographies by topics / Defensive Marketing Strategy

Contents

  1. Journal articles
  2. Dissertations / Theses
  3. Books
  4. Book chapters
  5. Conference papers

Academic literature on the topic 'Defensive Marketing Strategy'

Author: Grafiati
Published: 5 June 2025
Last updated: 15 July 2025

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Journal articles on the topic "Defensive Marketing Strategy"

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Fornell, Claes, and Birger Wernerfelt. "Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis." Journal of Marketing Research 24, no. 4 (1987): 337–46. http://dx.doi.org/10.1177/002224378702400401.

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On the basis of Hirschman's exit-voice theory, an economic model of defensive marketing strategy is developed for complaint management. Though many firms strive to reduce the number of customer complaints about their products, this objective is found to be questionable. Instead, analysis suggests complaints from dissatisfied customers should be maximized subject to certain cost restrictions. The authors also show that defensive marketing (e.g., complaint management) can lower the total marketing expenditure by substantially reducing the cost of offensive marketing (e.g., advertising). The savi
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Karakaya, Fahri, and Peter Yannopoulos. "Defensive strategy framework in global markets." European Journal of Marketing 44, no. 7/8 (2010): 1077–100. http://dx.doi.org/10.1108/03090561011047535.

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Ai Nurul Kausar, Sulidar Fitri, and Muhammad Taufiq. "Analisis Penentuan Strategi Pemasaran Online Berbasis Media Digital di Toko Hyunahijab Menggunakan Metode SWOT." PRODUKTIF : Jurnal Ilmiah Pendidikan Teknologi Informasi 9, no. 1 (2025): 881–90. https://doi.org/10.35568/6pag8q50.

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The rapid growth of the business world is marked by an increasing number of new entrepreneurs and increasingly intense competition. Marketing strategy is essentially a comprehensive, integrated, and unified plan in the field of marketing that provides guidance on activities to be carried out to achieve the marketing goals of a company. This study aims to identify the online marketing strategies used by Hyunahijab Store. This research employs the SWOT method to analyze online marketing strategies through strengths, weaknesses, opportunities, and threats, resulting in four development strategies
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Balážiová, Iveta, and Lucia Spálová. "Terminological and Historical Background of Guerilla Marketing as a Marketing Communication Strategy." Social Communication 6, no. 1 (2020): 81–92. http://dx.doi.org/10.2478/sc-2020-0009.

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AbstractThis article deals with guerilla marketing and/or guerilla marketing strategy on the background of military attack strategies. The aim of this article is to grasp guerrilla marketing in a broader context, starting from the marketing and communication strategy, which is historically and terminology inspired by the military strategy of guerrilla attacks and/or by military strategy in general. The theoretical study is a meta-analysis of five scientific publications dealing with the overlays of military strategies and marketing to identify useful marketing and communication strategies. Gue
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M., Syamsul Hidayat, and Sudarmiatin. "Implementation of Defensive Marketing Strategy MSME in the Time of the Covid-19 Pandemic (Case Study on Warkop Angkringan Giras in Mojokerto Regency)." Journal of Economics, Finance And Management Studies 4, no. 12 (2021): 2508–13. https://doi.org/10.47191/jefms/v4-i12-13.

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The purpose of this study was to analyze the Defensive Marketing Strategy carried out by the MSME Warkop Angkringan "Giras" in Mojokerto Regency, in order to be able to compete and keep its business sustainable in the COVID-19 pandemic conditions and obtain optimal profits. This research is an exploratory research where the approach used is a qualitative approach. Qualitative researchers seek to understand life experiences in context and the meanings associated with those experiences by using Focus Group Discussions. The sample amounted to 20 people, who were taken based on certain c
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Fornell, Claes, and Birger Wernerfelt. "Defensive Marketing Strategy by Customer Complaint Management: A Theoretical Analysis." Journal of Marketing Research 24, no. 4 (1987): 337. http://dx.doi.org/10.2307/3151381.

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Olsen, Lars Erling, Bendik Meling Samuelsen, Ioannis Pappas, and Luk Warlop. "Broad vs narrow brand positioning: effects on competitive brand performance." European Journal of Marketing 56, no. 3 (2022): 799–816. http://dx.doi.org/10.1108/ejm-02-2021-0090.

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Purpose Brand managers can choose among two fundamentally different brand positioning strategies. One is a broad brand strategy, focusing on many favorable brand associations. The other is a narrow brand strategy, focusing on just a few and thus more mentally accessible associations. Building on associative memory theory, this paper aims to examine which of these brand positioning strategies performs better under dynamic market conditions. Design/methodology/approach Three experiments test the effect of brand positioning strategy on memory accessibility and competitive brand performance. Study
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Natunis, Rolfy Is. "Analisis Manajemen Pemasaran Rumah Produksi dan Promosi Alat Musik Tradisional Sasando." JURNAL TATA KELOLA SENI 4, no. 2 (2019): 84–94. http://dx.doi.org/10.24821/jtks.v4i2.3085.

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Abstrak Dalam penelitian ini menggunakan metode desriptif kualitatif. Langkah yang digunakan yaitu melakukan analisis data dan analisis SWOT. Hasil penelitian pertama, berdasarkan tahap analisis terhadap strategi yang tepat dilakukan oleh pengelola dalam memasarkan Rumah Produksi dan Promosi Sasando adalah menjaga dan mempertahankan posisi pada indikator internal huruf E, yaitu memiliki jaringan kerja sama dengan pemerintah yang selama ini sudah dilakukan. Kebijakan yang umum dari strategi ini adalah dengan melakukan penetrasi pasar dan mengembangkan produk. Artinya pengelola perusahaan harus
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Gonga, Tomi. "STRATEGI PEMASARAN DAN PENGEMBANGAN COMPETITIVE ADVANTAGE PADA NICHE FIRM : STUDI KASUS US.FROZEN FOOD." PERFORMA 2, no. 1 (2017): 36–44. https://doi.org/10.37715/jp.v2i1.435.

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The purpose of this study is to develop competitive advantage in US.frozen food and measuring the position of US.frozen food in the market through internal factor analysis and external factor analysis for implicating strategy that the benchmarked company applied according to the positon of US.frozen food. This study collect data from benchmarked company, US.frozen food’s customer, and US.frozen food’s company member and analyze US.frozen food’s SWOT factor to achieve the position in SWOT quadrant and analyze marketing mix to improve marketing strategy using interview and documentation to colle
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Зайцева, Дарья, Daria Zaitseva, Инна Краковецкая, and Inna Krakovetskaia. "GREEN MARKETING: tendencies and perspectives." Bulletin of Kemerovo State University. Series: Political, Sociological and Economic sciences 2016, no. 2 (2016): 55–60. http://dx.doi.org/10.21603/2500-3372-2016-2-55-60.

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This article is devoted to the study of new marketing strategies used in green marketing. Green marketing includes both green products and green oriented companies. Companies that seek to enter the new "green" niche need to rethink the 4 P’s (product, price, place and promotion) of traditional marketing and use these new strategies to promote environmentally friendly products. Research into this field has yielded four main strategies of ecological marketing: "Lean green", "Defensive green", "Shaded green" and "Extreme green". Each environmental marketing strategy presented in this article is d
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Dissertations / Theses on the topic "Defensive Marketing Strategy"

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Uslay, Can. "The Role of Pricing Strategy in Market Defense." Diss., Georgia Institute of Technology, 2005. http://hdl.handle.net/1853/10578.

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The price variable is among the most powerful instruments in the arsenal of the executives to achieve entry deterrence objectives. There are two main pricing strategies that firms may use to defend against a competitive market entry. The first of these options, limit pricing (or entry deterring price), may be utilized prior to competitive entry. The second option, aggressive (predatory) pricing, may be executed post-entry. The effectiveness of both of these options is still controversial. For example, the Chicago School proponents argue that these strategies are anecdotal in nature. On the oth
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Valerio, Flávio Ruhnke. "Práticas de marketing de relacionamento entre fabricantes e distribuidores de defensivos agrícolas." Universidade de São Paulo, 2015. http://www.teses.usp.br/teses/disponiveis/96/96132/tde-02122015-165757/.

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O marketing relacional tem se apresentado como uma alternativa muito promissora para empresas de diversos setores, pois desenvolve chances maiores de fidelização de clientes e promove a competitividade das organizações envolvidas. Apesar dessas vantagens, a maioria dos estudos encontrados sobre o tema, principalmente no setor do agronegócio e para mercados B2B, não se aprofundou na parte operacional de um relacionamento: as práticas e atividades. Com o intuito de explorar essa lacuna na literatura, o trabalho teve como objetivo identificar as práticas mais utilizadas pelos fornecedores e mais
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Chen, Shih-Wei, and 陳世偉. "Research on the Strategy of All-Out Defense Education Marketing Promotion." Thesis, 2017. http://ndltd.ncl.edu.tw/handle/3me4uj.

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碩士<br>環球科技大學<br>中小企業經營策略管理研究所<br>105<br>This study adopted the qualitative research method to investigate the marketing and promotion strategies of All-out defense education policy marketing in Yunlin County and analyzed the current status of the coping strategies of All-out defense education. Moreover, it also aimed for examining the All-out defense education policy under the situation of people’s lacking crisis-consciousness and the military threat from Mainland China. The researcher reviewed relevant literature and conducted in-depth interviews with some members relating to All-out defense
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Books on the topic "Defensive Marketing Strategy"

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Robinson, William T. Defensive marketing strategies: A comment. Institute for Research in the Behavioral, Economic, and Management Sciences, Krannert Graduate School of Management, Purdue University, 1985.

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Seigneur, James B. Strategic defense: Market survey and analysis. Technology Trends Corp., 1986.

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O, Barclay Rebecca, and United States. National Aeronautics and Space Administration., eds. NASA/DOD aerospace knowledge diffusion research project.: A strategic imperative for improving U.S. competitiveness. National Aeronautics and Space Administration, 1998.

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O, Barclay Rebecca, and United States. National Aeronautics and Space Administration., eds. NASA/DOD aerospace knowledge diffusion research project.: A strategic imperative for improving U.S. competitiveness. National Aeronautics and Space Administration, 1998.

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5

Office, General Accounting. Operation Desert Storm: Lack of accountability over materiel during redeployment : report to the Chairman, Subcommittee on Conventional Forces and Alliance Defense, Committee on Armed Services, U.S. Senate. U.S. General Accounting Office, 1992.

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Office, General Accounting. Operation Desert Storm: Disposal and sale of excess items : fact sheet for Congressional requesters. U.S. General Accounting Office, 1992.

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Office, General Accounting. Operation Desert Storm: Army medical supply issues : report to the Chairman, Subcommittee on Oversight of Government Management, Committee on Governmental Affairs, U.S. Senate. U.S. General Accounting Office, 1993.

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Office, General Accounting. Operation Desert Storm: No evidence that foreign suppliers refused to support war effort : report to Congressional requesters. U.S. General Accounting Office, 1992.

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Office, General Accounting. Operation Desert Storm: Problems with Air Force medical readiness : report to the Chairman, Subcommittee on Military Forces and Personnel, Committee on Armed Services. U.S. General Accounting Office, 1993.

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Office, General Accounting. Operation Desert Storm: Apache helicopter fratricide incident : report to the Chairman, Subcommittee on Oversight and Investigations, Committee on Energy and Commerce, House of Representatives. The Office, 1993.

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Book chapters on the topic "Defensive Marketing Strategy"

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Goldberg, David E. "Marketing and Managing Jim Crow." In The Retreats of Reconstruction. Fordham University Press, 2016. http://dx.doi.org/10.5422/fordham/9780823272716.003.0004.

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Chapter 3 examines the political strategies white business owners and marketing agents employed in response to the black consumer activism of the late 1880s and early 1890s. Beginning in 1893, white authorities developed a Jim Crow strategy built around a defense of market values and public propriety, necessary regulations that they believed would prevent a wholesale disintegration of core capitalist principles and Victorian assumptions of respectability. In doing so, they attempted to make the segregation debate about political economy instead of race, castigating black consumer activism as a disruptive social act that threatened the popularity and financial growth of the region.
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Singh, Gursimranjit, and Maninder Singh. "Social Media Ambiance Can Make Strong Message for Consumer Brand Purchase Behavior." In Research Anthology on Social Media Advertising and Building Consumer Relationships. IGI Global, 2022. http://dx.doi.org/10.4018/978-1-6684-6287-4.ch073.

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The advent of the internet has revolutionized the business environment as social media is becoming an ingrained aspect of every sphere of life whether we talk of political campaigns, defense strategies, brand management and even intra company communication; social media is all pervasive. With the sophisticated technology available the usage of social media has increased. In line with the current trends, this article examines how social media as a platform for marketing communication can make a strong case for consumer brand purchase behavior. Based on the existing literature, the article proposes a chain of hypothesis examining the relationship between the various constructs and their impact on the consumer-brand metrics. The study has far-ranging consequences for both academicians and strategic brand retailers by delineating the various factors that influence the integration of consumer-brand metrics with social media.
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Conference papers on the topic "Defensive Marketing Strategy"

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Gjorgjioska, Emilija, Violeta Gligorovski, and Snezhana Obednikovska. "Corporate Social Responsibility as Business Strategy for Macedonian Companies." In 8th International Scientific Conference – EMAN 2024 – Economics and Management: How to Cope With Disrupted Times. Association of Economists and Managers of the Balkans, Belgrade, Serbia, 2024. https://doi.org/10.31410/eman.2024.241.

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The purpose of this paper is to make a profound analysis of Cor­porate Social Responsibility on several aspects of the subject. In recent dec­ades, corporate social responsibility has emerged as a challenge to large companies in their successful organizational performance. Corporate So­cial Responsibility should be immanent and implemented in companies’ strategies. Raising awareness about many problems facing societies is pre­cisely the core of corporate responsibility. The authors will analyse the le­gal framework that encourages social responsibility, and corporate obliga­tions for issuing s
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Nomeer, Mohamed. "Intelligent Energy Platform." In International Petroleum Technology Conference. IPTC, 2021. http://dx.doi.org/10.2523/iptc-21252-ms.

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Abstract Turning an organization to an effective data driven decision making is vital factor to have and achieve digital transformation journey smoothly and successfully in the Energy sector, in which the energy industry has been trying to achieve the complete cycle Listen, Understand, effect and Decide rightly and quickly across the whole value chain such as HR, Finance, legal and contracts, operations, etc. since several decades where the software solutions were not in the priority list of the industry special the operations for many reasons, which created a serious of concequences which the
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