Marketing Strategies Adopted by Different Industries (A Comprehensive Literature Review)

Abstract

In order to reach and engage target markets in an ever-changing landscape, marketing in the twenty-first century necessitates the development of marketing strategies. As a result, the purpose of this research article is to identify prior studies on the impact of three marketing strategies, namely Consumer ethnocentrism, Visual merchandising, and Premium pricing, on Sri Lankan industries. Many researchers have conducted study using only these three tactics solely, but there is a major shortage of such a comprehensive research employing all three strategies while utilizing various industries, particularly in the Sri Lankan context. Furthermore, because there are a number of contradictory arguments in the literature, the researcher has compiled all of these findings, arguments, and suggestions into a single publication. As a result, this will fill in the gaps in the literature by providing readers with a wealth of academic knowledge as well as a thorough comprehension of these three marketing methods.