Modern marketing strategy pdf journal

Study of marketing mix and aida model to purchasing on line product in indonesia ernani hadiyati economic and business faculty, gajayana university, malang, indonesia abstract. Role of marketing in modern organizations vivekananth a regional manager, hcl technologies ltd chennai abstract marketing is a process that affects our lives. The objective of marketing is to make products available to consumers as per the current demand. This paper analyzes the strategies that are being used by equity bank to compete in the kenyan banking industry.

Marketing is a crucial part of every business organization. This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. Jofre foreword the present report is the result of an ongoing study on the patterns and trends on both the. To answer these questions we need to go back to basics to explore the fundamental purpose of marketing. The the realisation process of a marketing strategy of a company lies not only in achiving specific production goals and a proper communication with recipients. Strategic responses used by equity bank to compete in the. Electronic marketing is a new concept used by modern businesses. Browse the list of issues and latest articles from journal of strategic marketing. Marketing is not a new concept because it has been there for past many decades the only thing that has changed is the way of doing marketing. The analyses of marketing strategies for innovations. Strategic responses used by equity bank to compete in the kenyan banking industry. What matters is creating meaningful, effective marketing in a world where communications technology, in one form or another, is part of pretty much everything we do. Understanding emarketing as a firms promotional tool. Traditional and social media marketing comparison case.

While every industry has changed consumer products, financial services, durable goods, and others the technology industry, by virtue of its fastpaced, innovative nature, tends to lead the charge when it comes to marketing transformation and has become the model for modern digital marketing efforts. Modern marketing strategies are inspired by, and contribute to, changing. Designing a consumerdriven marketing strategy 19 figure 9. Marketing is a term that is used in various contexts and a baseline understanding is essential. The modern era has consequences for entrepreneurs in creating market opportunities. Marketing activities and strategies result in making products available that satisfy.

Marketing is an important strategy for businesses and it contains numerous effective tools. Journal of management and marketing research, pg no. The cocacola company bachelors thesis in international business 74 pages, 1 page of appendices autumn 20. Marketing strategy according to kotler, armstrong, saunders and wong 1999 is. The term marketing is used to describe activities that create value through voluntary exchange between parties 7. Rust the role of marketing as marketing gains increasing prominence as an orientation that everyone in the organization shares and as a process that all functions participate in deploying, a critical issue that arises is the role of the marketing. It also proposes a definition for marketing strategy, the focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. Digital connectivity is in the cars we drive, the things we buy, the business we do and the houses we live in. Journal of management and marketing research role of relationship marketing in competitive marketing strategy nagasimha kanagal indian institute of management, bangalore abstract competitive marketing strategy cms has relationship marketing. Traditional marketing has been in use for many years and nowadays internet has brought new ways of doing business for companies and that has affected marketing. Journal of cultural marketing strategy is committed to publishing a broad spectrum of practical, methodological, and empirical articles that make a useful and substantive contribution to the field of cultural marketing. Companies cannot ignore emarketing while designing its marketing plan as its a.

It is one of the major concepts of modern market ing. Marketing strategy on the project planning of retail business for garage shop. The university of baghdad was among the first universities to establish elearning education center for staffs and students who could not make themselves available for conventional education. Despite the growing importance of social media in marketing. The essential ingredients of modern marketing how can we plan to best deploy modern marketing technique and what do we need to cover. Esha jain and others published marketing and technology. Marketing which was done few years or decades back is called traditional marketing while marketing which is done in the present era is called modern marketing, however, todays marketers sometimes also use traditional marketing. We are consumers, but many of us are part of marketing. Journal journal of strategic marketing submit an article journal homepage. Apart from the above, a new tool is being emerged in the contemporary market scenario and that is. Marketing has always been an evolving practice, but digital transformation has increased the rate of change exponentially. Pdf approaches to the modern concept of digital marketing. Content marketing has been part of the digital marketing strategy of companies operating in online framework for many years. The rise and fall of modern marketing and its rebirth.

Marketing strategies and their impact on marketing. Diffusion models are the fundament of modern marketing analysis and can. Journal of business and management iosrjbm, special issue aetm16, p. Using social media platforms is effectively free and is a great way to get the word out about you and your product.

All journal articles featured in journal of marketing communications vol 26 issue 4. Journal of cultural marketing strategy henry stewart. Aim of article is to analyze marketing mix theoretical aspects. The emergence of corporate environmentalism as market strategy environmental concerns have begun to reshape the landscape in which global organizations compete. Modern technologies and new marketing strategies evolve over time. Role of relationship marketing in competitive marketing. From strategy to business models and to tactics ramon casadesusmasanell joan enric ricart november 2009 abstract the notion of business model has been used by strategy scholars to refer to.

Using digital marketing to develop a modern marketing strategy for. Consumer network, word of mouth, marketing strategy, agent based modeling. An empirical study afrina yasmin, sadia tasneem, kaniz fatema department of business administration, northern university bangladesh. The theory and practice of strategy in business organizations s. Analyzing the effectiveness of marketing strategies in the. International journal of academic research in business and social. Modern marketing, concepts and challenges abstract. The purpose of this paper is to organize the semantics jungle of marketing strategy approaches, terms and concepts into a logically coherent framework using the history of marketing thought to inform current marketing research and practice. Content marketing has been part of the digital marketing strategy. Contemporary issues in marketing strategy doctoral seminar 9 ects faculty of economics, university of ljubljana.

Using customer equity to focus marketing strategy, journal of marketing. Factors used to assess market attractiveness 22 figure 10. Strategic marketing proposal plan for a cosmetics company case. In mainstream textbooks modern marketing is regarded as being based on the marketing concept and to include management. Difference between traditional marketing and modern marketing. Marketing now a day becoming an important function in an organization is to boost the overall development of an organization. The current reality is that consumers prefer to shop in modern markets. The marketing policy of windows 95 governed by microsoft has shown the influence and power of opinion leaders rosen 2000. In this article, well be discussing 5 modern marketing techniques that you should definitely know, including social media, email, and product placement. A useful definition of marketing developed by the chartered institute of marketing is.

Institute of world economy and textile marketing ul. Effectiveness of digital marketing in the challenging age. Marketing goods is a basic phenomenon of every society. Technological factors to improve performance of marketing strategy. Technology now affects virtually every facet of how organizations design, plan, execute, and measure their marketing efforts. Marketing new research on marketing from harvard business school faculty on issues including advertising, crisis communications, social media, digital marketing techniques and strategy.