Relevant bibliographies by topics / Marketing strategy

Contents

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

Academic literature on the topic 'Marketing strategy'

Author: Grafiati
Published: 4 June 2021
Last updated: 25 July 2025

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Journal articles on the topic "Marketing strategy"

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Varadarajan, Rajan. "Strategic marketing, marketing strategy and market strategy." AMS Review 5, no. 3-4 (2015): 78–90. http://dx.doi.org/10.1007/s13162-015-0073-9.

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Shaw, Eric H. "Marketing strategy." Journal of Historical Research in Marketing 4, no. 1 (2012): 30–55. http://dx.doi.org/10.1108/17557501211195055.

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Feldman, Laurence P., and Albert L. Page. "MARKETING STRATEGY." Journal of Business Strategy 5, no. 4 (1985): 79–85. http://dx.doi.org/10.1108/eb039090.

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Nakamura, Sena. "Competitive Marketing Strategy." Japan Marketing Journal 39, no. 1 (2019): 97–105. http://dx.doi.org/10.7222/marketing.2019.028.

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Abdullah Saif, Nashwan Mohammed. "How does Marketing Strategy Influence Firm Performance? Implementation of Marketing Strategy for Firm Success." International Journal Of Innovation And Economic Development 1, no. 3 (2015): 7–15. http://dx.doi.org/10.18775/ijied.1849-7551-7020.2015.13.2001.

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Li, Xiaofei. "Analysis of Nike's Advertising Marketing Strategy." Advances in Economics, Management and Political Sciences 27, no. 1 (2023): 163–68. http://dx.doi.org/10.54254/2754-1169/27/20231247.

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In the age of marketing's predominance, individuals should learn the fundamentals of corporate marketing and the vital components of effective marketing. The paper through a literature review approach, utilizes Nike's 2012 marketing advertisement as an example to discuss the fundamental marketing approaches and techniques incorporated in it. This study's significance is in analyzing and comprehending how to conduct good corporate marketing and how to design marketing strategies to reach sales objectives. Business marketing strategies enable organizations to outperform their competitors, and ma
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Shah, Syed Adil, Sarwar M. Azhar, and Niaz Ahmed Bhutto. "Halal marketing: a marketing strategy perspective." Journal of Islamic Marketing 11, no. 6 (2019): 1641–55. http://dx.doi.org/10.1108/jima-11-2018-0211.

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Purpose The purpose of this paper is to conceptualize halal marketing from the marketing strategy perspective, particularly segmentation, targeting and positioning (STP). Design/methodology/approach A literature review is carried out for the study. Building on the STP framework, an attempt is made to conceptualize halal marketing from the marketing strategy perspective and provide its implications. Findings The findings suggest that halal marketing has emerged and is used as a segmentation strategy. Furthermore, halal marketing can be more effectively used as a positioning strategy. Research l
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Mullin, R. "Creating a marketing strategy [marketing development]." Engineering Management 16, no. 6 (2006): 40–41. http://dx.doi.org/10.1049/em:20060609.

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Mogilko, M. D. "DIGITAL MARKETING STRATEGY." Business Strategies, no. 5 (January 1, 2016): 5. http://dx.doi.org/10.17747/2311-7184-2016-5-5.

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Tsurska, B. "MARKETING COMMUNICATION STRATEGY." Scientific papers OF DMYTRO MOTORNYI TAVRIA STATE AGROTECHNOLOGICAL UNIVERSITY (ECONOMIC SCIENCES) 40 (2019): 264–70. http://dx.doi.org/10.31388/2519-884x-2019-40-264-270.

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Dissertations / Theses on the topic "Marketing strategy"

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Bång, Andreas, and Cajsa Roos. "Digital Marketing Strategy." Thesis, Linnéuniversitetet, Institutionen för marknadsföring (MF), 2014. http://urn.kb.se/resolve?urn=urn:nbn:se:lnu:diva-35282.

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Abstract Course/level: 2FE16E, Bachelor Thesis Authors: Bång Andreas & Roos Cajsa Tutor: Krister Jönsson Examiner: Pejvak Oghazi Title: Digital Marketing Strategy within Manufacturing Industry – A qualitative case study Keywords: Digital marketing strategy, relationship, branding, profit/performance, social media, social commerce, service quality, digital channels, the Internet, digital development, importance of digital channels Background: The climate in B2B is very competitive and the need for a marketing strategy is vital for a company to stay competitive. Relationship, branding and pr
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Karitonaitė, Lijana. "UAB "Pro FUTURO" marketigo strategijos įvertinimas." Master's thesis, Lithuanian Academic Libraries Network (LABT), 2007. http://vddb.library.lt/obj/LT-eLABa-0001:E.02~2006~D_20070102_174412-58779.

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Moksliniame tiriamajame darbe „UAB „Pro FUTURO” marketingo strategijos įvertinimas” nagrinėjamos planavimo, strategijos, marketingo ir marketingo strategijos sąvokos, taip pat strateginis planavimas ir marketingo strateginis planavimas. Atskleidžiami įmonės marketingo strategijos esminiai formavimo žingsniai. Augant kompiuterizacijos lygiui, kiekviena įmonė, užsiimanti kompiuterinės technikos prekyba, turėtų nuolat stebėti besikeičiančią aplinką ir strategiškai mąstyti. Tam tikslui atlikta kompiuterine įranga prekiaujančios įmonės UAB „Pro FUTURO” situacijos analizė vidaus rinkoje. Siekiant ku
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Kopicová, Petra. "Marketingová strategie Vysoké školy polytechnické Jihlava." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-124989.

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The subject of this thesis is the elaboration of the marketing strategy of the College of Polytechnics Jihlava, based on theoretical knowledge and conducted strategic analyses. The thesis is divided into two parts and three consecutive chapters. The first part (chapter 1 and 2) is devoted to the definition of basic concepts which are necessary basis for the text understanding and follow-up the definition of the basic theoretical and methodological foundations for the marketing strategies creation. In the second part (Chapter 3) the strategic analysis is performed, which is a necessary foundati
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Дядечко, Алла Миколаївна, Алла Николаевна Дядечко, Alla Mykolaivna Diadechko, and O. A. Vasylieva. "Social media marketing strategy." Thesis, Видавництво СумДУ, 2011. http://essuir.sumdu.edu.ua/handle/123456789/13474.

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Henriksson, V. (Vilma). "Sustainable fashion marketing strategy." Master's thesis, University of Oulu, 2019. http://jultika.oulu.fi/Record/nbnfioulu-201911223155.

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Abstract. The world is facing economic, environmental and social challenges, which have resulted in the megatrend of sustainability. It is well known that fashion industry has negative effects on sustainability. The topics of sustainability and unsustainable fashion production are very current and discussed in today’s economy. This has resulted in the demand of sustainability also from the consumers’ side, which means that companies should also start focusing on making their operations more sustainable. Companies should consider their impact on the world seriously and take corporate social res
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Moreno, Laura. "Business strategy, marketing strategy and manufacturing strategy: an overall alignment." Thesis, Linköping University, Department of Management and Engineering, 2008. http://urn.kb.se/resolve?urn=urn:nbn:se:liu:diva-11213.

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<p>Today’s businesses face a competitive war; conceptually, similar to the ones in ancient times. The arena in which this war is battled is the market and it is characterized by being highly dynamic and uncertain. The enemies to be beaten are the competitors who use their core competences (weapons) to conquer the customers’ orders. But no battle is won by chance, neither in business. So, there is a need for a strategy that provides the chance to defeat the enemy by gaining a sustainable competitive advantage over him. The question is: how to do it?</p><p>The functional investments, mainly in m
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Kryst, Tomáš. "Použití kvantitativních metod pro podporu rozhodování při stanovení základní strategie cíleného marketingu a Marketing Engineering." Master's thesis, Vysoká škola ekonomická v Praze, 2013. http://www.nusl.cz/ntk/nusl-197001.

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This thesis deals with the use of quantitative and statistical methods for decision making support in marketing. Mainly deals with the procedures to be used in practice to determine the basic strategy of targeted marketing S-T-P. Application of this approach requires software support, and therefore presents computer programs that are in practice used for this purpose. The work also addresses the limitations of this strategy, and presents two approaches for generating innovation - Lateral Marketing and Blue Ocean Strategy. Author shows using of methods in practice on case study.
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Yershova, Anastassiya. "Marketing strategy of the company Quintessentially." Master's thesis, Vysoká škola ekonomická v Praze, 2011. http://www.nusl.cz/ntk/nusl-114375.

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The aim of this thesis is to analyze the business environment in Czech Republic for the concierge service industry. Moreover the central idea behind the topic is to develop the implementation strategy in the Czech market of the company Quintessentially, world leader in Luxury Concierge Service. This thesis work is a mixture of theory and practice analyses. The topic of the thesis is viral and up-to-dated because Czech Republic market has a good potential and excellent conditions for the new industry to develop and grow.
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Reva, Denys. "Skoda's Contemporary Marketing Strategy in Selected Countries." Master's thesis, Vysoká škola ekonomická v Praze, 2012. http://www.nusl.cz/ntk/nusl-126808.

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Abstract Contemporary organizations must often improve their business situations through drastic innovation; Skoda currently faces the question of how to improve its market position. A merger with Volkswagen during 1991 -- 2000 helped and has improved Skoda's situation significantly. However, this was just the first step towards further achievement. Volkswagen has not given approval for Skoda to create luxury, potentially faster, more innovative cars; furthermore, Skoda is forbidden from entering Northern American countries. Hence, Skoda has to create a new strategy regarding how to expand bus
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Šťastná, Klára. "Marketingová strategie vybraného podniku." Master's thesis, Vysoké učení technické v Brně. Fakulta podnikatelská, 2020. http://www.nusl.cz/ntk/nusl-416843.

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This diploma thesis deals with the elaboration of proposals for the improvement of the marketing strategy for an optician brand named Valore. Following the theoretical background, this thesis analyzes the current state of the company and its marketing strategy. Based on the findings from the analysis of the internal and external environment of the brand, as well as from a questionnaire survey, specific and feasible suggestions for an improvement of the marketing strategy are created. The proposal part of the work is mainly focused on minimization and elimination of identified weaknesses while
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Books on the topic "Marketing strategy"

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Palmatier, Robert W., and Shrihari Sridhar. Marketing Strategy. Macmillan Education UK, 2017. http://dx.doi.org/10.1057/978-1-137-52624-3.

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Cadogan, John. Marketing Strategy. SAGE Publications Ltd, 2009. http://dx.doi.org/10.4135/9781446262443.

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Ferrell, O. C. Marketing strategy. Dryden Press, 1999.

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Dale, Littler, and Wilson Dominic, eds. Marketing strategy. Butterworth-Heinemann, 1995.

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D, Hartline Michael, ed. Marketing strategy. 5th ed. South-Western Cengage Learning, 2011.

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D, Hartline Michael, ed. Marketing strategy. 4th ed. Thomson South-Western, 2008.

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A, Weitz Barton, and Wensley Robin 1944-, eds. Marketing strategy. North-Holland, 1992.

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1968-, Cadogan John W., ed. Marketing strategy. SAGE, 2009.

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1968-, Cadogan John W., ed. Marketing strategy. SAGE, 2009.

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D, Hartline Michael, and Lucas George, eds. Marketing strategy. 2nd ed. Harcourt College Publishers, 2002.

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Book chapters on the topic "Marketing strategy"

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Pricing strategy." In Marketing. Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_10.

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Communication strategy." In Marketing. Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_11.

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Channel strategy." In Marketing. Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_16.

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McDonald, Malcolm, Martin Christopher, and Margrit Bass. "Product strategy." In Marketing. Macmillan Education UK, 2003. http://dx.doi.org/10.1007/978-1-4039-3741-4_8.

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Christopher, Martin, and Malcolm McDonald. "Product Strategy." In Marketing. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_10.

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Christopher, Martin, and Malcolm McDonald. "Pricing Strategy." In Marketing. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_12.

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Christopher, Martin, and Malcolm McDonald. "Communications Strategy." In Marketing. Macmillan Education UK, 1995. http://dx.doi.org/10.1007/978-1-349-23858-3_13.

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Wächter, Mark. "Mobile Marketing." In Mobile Strategy. Springer Fachmedien Wiesbaden, 2015. http://dx.doi.org/10.1007/978-3-658-06011-4_5.

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Pettinger, Richard. "Strategy." In Construction Marketing. Macmillan Education UK, 1998. http://dx.doi.org/10.1007/978-1-349-14458-7_3.

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English, John. "Marketing Strategy." In How to Organise and Operate a Small Business in Australia, 12th ed. Routledge, 2024. http://dx.doi.org/10.4324/9781032676616-12.

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Conference papers on the topic "Marketing strategy"

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Panda, Amiya Ranjan, Priyanka Rout, and Aman Gautam. "Optimizing Marketing Strategy by Performing Customer Segmentation." In 2024 International Conference on Advances in Computing Research on Science Engineering and Technology (ACROSET). IEEE, 2024. http://dx.doi.org/10.1109/acroset62108.2024.10743643.

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Rohrer, Christian, Irene Au, Elissa Darnell, Nancy Dickenson, Shelley Evenson, and Klaus Kaasgaard. "Design, marketing, strategy." In Proceeding of the twenty-sixth annual CHI conference extended abstracts. ACM Press, 2008. http://dx.doi.org/10.1145/1358628.1358659.

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Xia, Xiufeng, Na Wang, and Xiaoming Li. "Core Group Marketing Strategy in Web Viral Marketing." In 2012 Fourth International Conference on Computational and Information Sciences (ICCIS). IEEE, 2012. http://dx.doi.org/10.1109/iccis.2012.114.

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Sun, GuozHen. "Database Marketing IN Life Insurance Marketing Development Strategy." In 2016 5th International Conference on Social Science, Education and Humanities Research. Atlantis Press, 2016. http://dx.doi.org/10.2991/ssehr-16.2016.190.

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Mardhiyah, Ainun. "Rubber Production Marketing Strategy." In International Conference of Science, Technology, Engineering, Environmental and Ramification Researches. SCITEPRESS - Science and Technology Publications, 2018. http://dx.doi.org/10.5220/0010097517361740.

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Muslimah, I. "Wingkorolls Instagram Marketing Strategy." In Proceedings of 1st Workshop on Environmental Science, Society, and Technology, WESTECH 2018, December 8th, 2018, Medan, Indonesia. EAI, 2019. http://dx.doi.org/10.4108/eai.8-12-2018.2283867.

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Shen, Junzhe, Mei Xu, and SangShi Yang. "Disney Marketing Strategy Review." In 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021). Atlantis Press, 2021. http://dx.doi.org/10.2991/assehr.k.211209.125.

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Madlenak, Radovan, Lucia Madlenakova, and Anna Rudawska. "VIRAL MARKETING AS PART OF EFFECTIVE UNIVERSITY MARKETING STRATEGY." In International Technology, Education and Development Conference. IATED, 2017. http://dx.doi.org/10.21125/inted.2017.1313.

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Anisimova, Olga, and Tetiana Yavorska. "Marketing Tools for Developing a Library Development Strategy." In Strategy Development of Libraries. National Technical University of Ukraine “Igor Sikorsky Kyiv Polytechnic Institute”, 2024. http://dx.doi.org/10.20535/2024.305977.

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The study focuses on the feasibility of using marketing tools to analyze and evaluate the effectiveness of library information resources management, as well as to analyze the main indicators of library performance and develop a specific strategy for their development. In particular, the proposed BCG matrix is a useful tool for strategic management in library activities, as it helps to identify competitive advantages and develop a development strategy for the institution
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Hardi, Richki, Suprijadi, Ririn Kusdyawati, and Agustinus Noertjahyana. "Improve educational marketing strategy through use of digital marketing technology." In THE 2ND INTERNATIONAL CONFERENCE OF SCIENCE AND INFORMATION TECHNOLOGY IN SMART ADMINISTRATION (ICSINTESA 2021). AIP Publishing, 2022. http://dx.doi.org/10.1063/5.0106821.

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Reports on the topic "Marketing strategy"

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Scott, Paul W. Marketing Strategy for Merchant Shipbuilders. Defense Technical Information Center, 1995. http://dx.doi.org/10.21236/ada446052.

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Bird, L. A., and E. S. Brown. Utility-Marketing Partnerships: An Effective Strategy for Marketing Green Power? Office of Scientific and Technical Information (OSTI), 2006. http://dx.doi.org/10.2172/882040.

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LaRaine Ingram, Keisha. Co-Creation in Marketing and Brand Strategy. Vilnius Business College, 2024. https://doi.org/10.57005/ab.2024.2.2.

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Co-creation in branding and marketing strategy represents a paradigm shift from traditional, company- centric approaches to more interactive, customer-centric models. This concept involves engaging customers as active participants in the creation and enhancement of products, services, and brand experiences. Co-creation fosters deeper customer engagement and loyalty and drives innovation and competitive advantage. The theoretical foundations of co-creation can be traced to service-dominant logic, which emphasizes the role of the customer as a co-creator of value rather than a passive consumer.
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Bird, L. A., and E. S. Brown. Utility-Marketer Partnerships. An Effective Strategy for Marketing Green Power? Office of Scientific and Technical Information (OSTI), 2006. http://dx.doi.org/10.2172/1219305.

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ERSHOVA, E. PROBLEMS OF DETERMINING EFFECTIVENESS CONTENT MARKETING. Science and Innovation Center Publishing House, 2021. http://dx.doi.org/10.12731/2070-7568-2021-10-6-1-23-27.

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The article discusses the problems of determining the effectiveness of content marketing. Constant monitoring of content marketing helps to identify the most effective tools, themes, channels. By paying sufficient attention to effective ways to promote a product or service, marketers have the opportunity to choose a more successful content marketing strategy.
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Zilberman, David, Amir Heiman, and B. McWilliams. Economics of Marketing and Diffusion of Agricultural Inputs. United States Department of Agriculture, 2003. http://dx.doi.org/10.32747/2003.7586469.bard.

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Specific Research Objective. Develop a theory of technology adoption to analyze the role of promotional tools such as advertising, product sampling, demonstrations, money back guarantees and warranties in inducing technological change. Use this theory to develop criteria for assessing the optimal use of marketing activities in launching new agricultural input technologies. Apply the model to analyze existing patterns of marketing budget allocation among promotional tools for various agricultural input industries in the United States and Israel. Background to the Topic. Marketing tools (money-b
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Zhang, Ruirui, Shan Xue, and Leslie D. Burns. Investigation of Micro-blogging marketing strategy of Fashion brand: via big data and machine learning methodology. Iowa State University, Digital Repository, 2015. http://dx.doi.org/10.31274/itaa_proceedings-180814-153.

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Lee, Ji Yeong, and Kim K. P. Johnson. Identification with a Socially Responsible Apparel Company: Role of Cause-Related Marketing Strategy in Building Brand Loyalty. Iowa State University, Digital Repository, 2013. http://dx.doi.org/10.31274/itaa_proceedings-180814-838.

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Franco Calderón, Ángela María, Isabella Jaramillo Díaz, and Andrés Sepúlveda. Policy Brief No. 9. Urban community gardens as a strategy to promote integral agriculture in popular neighbourhoods. Universidad del Valle, 2023. http://dx.doi.org/10.25100/policy-briefs.pb.09-eng.

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Factors such as population growth, rapid urbanisation, climate change and unequal access to wealth have increased the food crisis in the world, which was exacerbated by the COVID-19 pandemic. This crisis, which has had a greater impact on middle- and low-income countries, has highlighted the dependence of cities on food produced in rural areas of each country or even from other countries. As a contribution to the global discussion on food sovereignty, this Policy Brief focuses on demonstrating the benefits of local food production in urban community gardens to ensure access to healthy food wit
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Mohan, Preeya, and Eric Strobl. COVID-19, Firm Innovation Strategy, and Production Efficiency: A Stochastic Frontier Analysis of Caribbean Firms. Inter-American Development Bank, 2023. http://dx.doi.org/10.18235/0004775.

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While Caribbean Small Island Developing States (SIDS) have been exposed to frequent external shocks in the past, the Coronavirus disease of 2019 (COVID-19) pandemic is like no other, representing the largest economic shock experienced globally in decades. The objective of this paper is to contribute to a better understanding of the innovation strategy and production efficiency of Caribbean firms during COVID-19. More specifically, it adopted a Stochastic Frontier Analysis (SFA) to investigate COVID-19, innovation, and technical efficiency for 13 Caribbean countries using the Innovation, Firm P
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