Literature Review on Marketing - 2770 Words

Literature Review on Marketing This part of the thesis deals with the research and critical comments on various literatures related with the marketing activities that can be implemented by a firm to improve their business performance. Marketing Strategy: According to Ferrell and Hartline (2010) Marketing Strategy is both art and science where the firm finds or plans ways to deliver their value by fulfilling the needs wants of their potential customers. This helps in determining the marketing mix and analyzing the competitive advantage of the firm by implementing and presenting new ideas so as to satisfy their customers. Employing strategies helps in increasing the level of sales by branding, advertising promotion. So as per the†¦show more content†¦But for this to be applied the market must first be defined properly meaning the company must realise exactly in which particular market or markets it is entering. The PESTEL Analysis basically defines the Political, Economic, Social, Technological, Environmental Legal factors that can affect the firm as it offers a valuable starting point of the overall environment surrounding an organisation (Lynch, 2006). Though the PESTEL analysis is depend on past events and experience, but the analysis can be used as a forecast of the future by the managers. Although, this analysis is effective but must be updated on a regular basis as over time the lifestyles, regulations, culture and technology keeps on changing. The Degree of turbulence at the general level of environmental analysis considers the basic conditions surrounding the organisation (Lynch, 2006). Special attention needs to be directed to the nature and strength of the forces driving the change in the dynamics of the environment and the environmental forces that immediate the organisation can be measured according to firstly the Changeability which is the degree of the environment that is likely to change theShow MoreRelatedMarketing Literature Review11908 Words   |  48 PagesMarketing Literature Review This section is based on a selection of article abstracts from a comprehensive business literature database. Marketing-related abstracts from over 125 journals (both academic and trade) are reviewed by JM staff. Descriptors for each entry are assigned by JM staff. Each issue of this section represents three months of entries into the database. JM thanks UMI for use of the ABI/INFORM business database. Each entry has an identifying number. Cross-references appear immediatelyRead MoreMarketing Literature Review3985 Words   |  16 PagesLITERATURE REVIEW Table of Contents Page †¢ Marketing as a management Function 3 †¢ Integration of marketing Function 7 †¢ Changes in Business Environment 10 †¢ Marketing Challenges 15 †¢ Bibliography 21 Marketing as a Management Function Marketing as a management function which in its simplest term refers to the basic functions of management namely planning, organizing, leading and controlling (POLC). These four functions are necessary for the achievementRead MoreLiterature Review Influencer Marketing1434 Words   |  6 PagesLITERATURE REVIEW : INFLUENCER MARKETING INTRODUCTION Influencer marketing has emerged as one of the fastest-growing social marketing practices as brand marketers look to connect with consumers and customers in meaningful and authentic ways often through the collective voice of active bloggers that are passionate and vocal about the brands they love. It represents a form of Word of Mouth marketing, which we define as an unpaid form of promotion – oral or written- in which satisfied consumers tellRead MoreLiterature Review on Marketing Myopia2738 Words   |  11 PagesContents Article 1: Marketing Myopia 3 Article 2: An Integrated View of Marketing Myopia 4 Article 3: Beyond Marketing Myopia: The Service of Small Railroads 5 Article 4: Futuristics: Reducing Marketing Myopia 6 Article 5: Reconsidering the Classics: Reader Response to Marketing Myopia 7 Article 6: Global Marketing Myopia 8 Article 7: Editorial: Marketing Myopia 9 Article 8: Extending the marketing myopia concept to promote strategic agility 10 Article 9: The New Marketing Myopia 11 ArticleRead MoreMarketing Research Literature Review1259 Words   |  6 PagesMarketing research I have chosen the market research because it is the very first step of most economical process. Philip Kotler (1994) define the marketing research as â€Å"function that links the consumer, customer, and public to the marketer through information-information used to identify and define marketing opportunities and problems; to generate, refine, and evaluate marketing actions; to monitor marketing performance; and to improve understanding of the marketing process. Marketing researchRead MoreLiterature Review of Global Fashion Branding and Marketing1445 Words   |  6 Pagesï » ¿Literature Review This literature review examines the process of global fashion branding and marketing by looking at historical trends and methods used by different companies. The articles were chosen for their appropriates as global source materials which reflect some aspect of fashion branding and marketing. The attempt was to gain a comprehensive view of branding and marketing as they occur in the fashion industry and the how both are achieved. Review Marketing departments look to trendsRead MoreMarketing Mix – Literature Review and Company Example5234 Words   |  21 PagesDiploma in Sales Marketing - 66th Intake Module DSM 101-Marketing Principals Marketing Mix – Literature Review and Company Example Lecturer: Thomas Lim Team Members:Christopher Mark Charlton (team leader) Gary Chow Hock Meng Andrew Peter O Lai Wohlstand Cheah Rong Jin We declare this report is XXXXX words in length 1 Table of contents Introduction to the Marketing Mix 4Ps ~ page number 3 Marketing Mix 4Ps Place Literary Review Company Example of Marketing Mix 4Ps Place – Ritchie Bros.Read MoreDeveloping Effective Marketing Strategies for the Japanese Market: a Review of the Literature5919 Words   |  24 PagesInternational Journal of Management Vol. 29 No. 3 Part 2 Sept 2012 207 Developing Effective Marketing Strategies for the Japanese Market: A Review of the Literature Shinichi Hirokawa Argosy University Tsai-Ling Wu Argosy University Japan, as the world’s third largest economy, continues to be attractive to international exporters and investors. It is our argument that the forces of change that led originally to new and bigger opportunities remain the same, despite surface differencesRead MoreStandardization in International Marketing Strategy Is Doomed to Failure: Literature Review and Methodological Critique1577 Words   |  7 PagesStandardization in International Marketing Strategy is doomed to failure: Literature review and methodological critique. The literature on standardization of international marketing strategy has rapidly increased in amount since Levitt (1983) suggested the main concept that business strategies and their influences on firm performance should be universal through national markets which are very much alike culturally, economically and politically, in spite of limited empirical evidence focusedRead MoreMarketing Campaign For The Product Of Coca Cola1315 Words   |  6 Pagesto analyse of digital makerting campaign for the product, such as the diet coke, zero coke and regular coke. The marketing campaign is called â€Å"share a coke† for the product of Coca-Cola. In addition, this report will analyse the publishing social media and commuity social meida and will consider whether the campaign was successful in trem of two criteria for the analysis of marketing campaign the sales growth and increase in the proximity to the customer. This report will talk with the about Brand