literature review of marketing stategies

 literature review of marketing stategies Essay

MP A

R

Munich Personal RePEc Archive

Strategic Marketing. A literature assessment

on definitions, concepts and boundaries

Jorge Mongay

Autonomous University of Barcelona, SBS Swiss Business School

2006

Online by http://mpra.ub.uni-muenchen.de/41840/

MPRA Paper Number 41840, placed 9. March 2012 twenty: 07 UTC

WORKING CONVENTIONAL PAPER. JM-A1-2006

TACTICAL MARKETING:

A LITERATURE REVIEW ON DEFINITIONS,

CONCEPTS AND BOUNDARIES.

Doctor Jorge Mongay

Autonomous College or university of Barcelona (UAB)

&

SBS Swiss Business University

1

OPERATING PAPER. JM-A1-2006

Summary

1 ) Definitions of strategic marketing

2 . Facets of Strategic Advertising

3. Elements in Proper Marketing

4. Elements of Web marketing strategy

5. Intersections with other folks disciplines

your five. 1 .

Area between Tactical Marketing and Promoting Tactics

five. 2 .

Intersection between Proper Marketing and Corporate and business Strategy

5. 3.

How does it Ideal Marketing fit into Corporate Approach?

6. Last conclusions with the paper

7. References

two

WORKING DAILY NEWS. JM-A1-2006

1 ) STRATEGIC MARKETING AND ITS DEFINITIONS

Although many authors speak about some elements of Strategic Marketing, here is included a list of explanations of the term. Some writers appear in diverse years ( for example , Jain), It is understand that they have added new comments or expanded the term following the years. The table as well as the definitions have been completely ordered by year of publication.

Author

Year

Classification

Drucker

1973

" Ideal marketing because seen as a procedure consisting of:

examining environmental, marketplace competitive and business

elements affecting the organization and its sections,

identifying

industry opportunities and threats and forecasting

future trends running a business areas of curiosity for the enterprise, and

participating

in

setting

aims

and

formulating

corporate and business unit strategies. Selecting market goal strategies for the product-markets in each business unit,

creating marketing targets

implementing

and

managing

and also developing,

the

marketing

program

positioning tactics in order to satisfy market concentrate on needs”. Ubertrieben kritisch

&

1977

Stapleton

" a statement in very standard terms showing how the advertising

objective shall be achieved, at the. g. acquiring a competitive

company, simply by price savings, by item improvement, or by

extensive advertising. The strategy turns into the basis with the

marketing plan"

Lambin

1977

" The role of strategic promoting is to lead the firm towards appealing economic opportunities, that is, possibilities that are designed to their resources and know how and give a

potential for growth and profitability”.

Baker

1984

" the establishment of the objective or reason for a strategic

organization unit plus the means by which usually it is to be performed

trough supervision of the advertising function"

Cravens

1986

" understanding

the

strategic

condition

organization is definitely an essential starting

confronting

an

point in making a

marketing strategy”

Hamper &

1990

" Although explanations for the word vary, we all define promoting

3

WORKING PAPER. JM-A1-2006

Baugh

technique

as a consistent, appropriate and feasible group of

principles through which a particular company hopes to

achieve its long-run customer and profit objectives in a

particular competitive environment”.

Aramario

1991

& Lambin

" although marketing has basically a great strategic conception of the providing activity, we all use to separate strategic advertising operational promoting, depending on long term

or

short

thoughts

term

about

aims.

current

Ideal

situation

advertising

of

the

starts

firm

in

and

situational evaluation and likely evolution from the markets and the environment, with the goal of detecting chances

which can build objectives”

Schnaars

1991...


Related

marketing job Essay

п»ї Learning Outcomes Towards the end of this analysis, students are able to: п‚·В В В В В В В В Show a critical knowledge of the function and function of promoting in a…...

Getting Help With The Right Home Business Model Make use of FREE solutions Essay

PressReleasePing Getting Help With The best Home Business design Use FREE resources The moment drafting the creative brief and this costs website design and Development…...

Russia since an Attractive Market for Wal Mart Dissertation

------------------------------------------------- EXPLORATION METHODS ------------------------------------------------- The ussr as a stunning market to get Wal-Mart Instructor: Jeremy A Head Student: Gleb Nekroenko Student Quantity: 21048807 …...

Essay in Marketing Interaction Strategies

Week 9: Week Nine - Class Discussion Discussion in the classroom Class Discussion (30 points) This kind of week's dialogue focuses on included marketing communications. Corporations use numerous…...

Answer Pertaining to LG Essay

п»їPOSITIONING The diagram above shows that LG's positioning will depend on three interactions which are: I) The relationship between LG and the customers. II) The partnership between…...

Based on a True Story Dissertation

A Haunting in Connecticut is about a household (The Campbell Family) moving to upstate Connecticut to become closer to the hospital where all their son, Matt, is being…...

Lesson Strategy in Math Essay

Parts of a Circle My spouse and i. Learning Targets Cognitive: Psychomotor: Affective: Determine the elements of a ring Draw a circle and show its parts Show cooperation in group…...

Essay in Does Temperatures Affect the Effect Rate Among Marble Potato chips and Hydrochloric Acid?

Carbonates react with strong acids to give away carbon dioxide and water. Marbled is calcium carbonate and so behaves in the same way: CaCO3 (s) + 2HCL…...

Before Sunrise Essay

When we first see Jesse in Before Sunrise, he can brash and open, although also recently wounded by love. Inspite of winning Celine over with the storyline of his grandmother's…...

human resource management Essay

Executive overview This statement shows that the great practice ways of retain personnel collectively used by a sample of small business employers in Tescoexceed the range of good…...