Strategic Marketing Practices Research Articles

Electronic Word of Mouth and Its Effects on Consumer Decision-Making: Insights from an Extensive Literature Review

This comprehensive literature review critically examines the pervasive influence of Electronic Word of Mouth (E-WoM) on consumer decision-making. Distilling insights from over a hundred scholarly articles spanning the last decade, this paper aims to map out how E-WoM impacts purchasing behaviors across diverse sectors. Methodologically, the review adopts a systematic approach to identify, analyze, and synthesize existing research, providing a robust evaluation of E-WoM's effects through both quantitative and qualitative lenses. Findings indicate that E-WoM significantly shapes consumer perceptions and buying decisions, moderated by source credibility, message sentiment, and consumer involvement. The study's major contributions include a proposed integrative model that links E-WoM dynamics with consumer decision-making processes, offering a nuanced understanding of the mechanisms at play. This model clarifies the pathways through which E-WoM exerts its influence and highlights the role of digital platforms in amplifying consumer voices. Furthermore, the paper identifies critical gaps in current research, particularly in the areas of cross-cultural variations and the influence of emerging technologies. By bridging these gaps, this review serves as a foundational resource for academics and practitioners alike, guiding future research trajectories and informing strategic marketing practices in the digital era.

Innovative strategic marketing practices to propel small business development and competitiveness

In today's dynamic and competitive business environment, small businesses face unique challenges in establishing their presence and achieving sustainable growth. This paper explores innovative strategic marketing practices that can propel small business development and enhance competitiveness. The primary focus is on leveraging digital marketing, personalization, customer engagement, data analytics, and strategic partnerships. Digital marketing has revolutionized how small businesses reach and engage with their target audiences. By utilizing social media platforms, search engine optimization (SEO), content marketing, and email marketing, small businesses can create cost-effective and highly targeted campaigns. These strategies not only increase brand visibility but also foster customer loyalty through consistent and relevant communication. Personalization is another key strategy that drives small business competitiveness. By tailoring marketing messages and offers to individual customer preferences and behaviors, businesses can create more meaningful and impactful interactions. This approach enhances customer satisfaction and encourages repeat business, contributing to long-term growth. Effective customer engagement is critical for small businesses to build strong relationships and foster community. Utilizing interactive content such as polls, quizzes, and live chats on social media and websites can create a more engaging and immersive customer experience. Additionally, loyalty programs and personalized incentives can strengthen customer retention and advocacy. Data analytics plays a crucial role in informing and optimizing marketing strategies. By analyzing customer data, market trends, and campaign performance, small businesses can gain valuable insights that drive strategic decision-making. This data-driven approach allows for more precise targeting, efficient resource allocation, and continuous improvement of marketing efforts. Strategic partnerships and collaborations with other businesses, influencers, and community organizations can also enhance marketing effectiveness. These partnerships can expand reach, provide access to new customer segments, and enhance credibility. Co-marketing initiatives, joint events, and cross-promotions are examples of how small businesses can leverage strategic alliances for mutual benefit. In conclusion, innovative strategic marketing practices, including digital marketing, personalization, customer engagement, data analytics, and strategic partnerships, are essential for propelling small business development and competitiveness. By adopting these practices, small businesses can effectively navigate the competitive landscape, achieve sustainable growth, and secure a strong market position in today's ever-evolving business environment.

Impact of Digital Transformation on Strategic Marketing Practices in Germany

Purpose: The aim of the study was to examine the impact of digital transformation on strategic marketing practices in Germany. Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries. Findings: The impact of digital transformation on strategic marketing practices in Germany has been profound and multifaceted, driving significant changes in how businesses engage with their customers and operate in the market. The adoption of advanced digital technologies such as artificial intelligence, big data analytics, and social media platforms has enabled companies to develop more personalized, efficient, and data-driven marketing strategies. This transformation has facilitated improved customer targeting, enhanced engagement, and greater insights into consumer behavior, leading to more effective and responsive marketing campaigns. Moreover, digital transformation has encouraged a shift from traditional marketing methods to innovative, omnichannel approaches, allowing German businesses to reach a broader audience and provide a seamless customer experience. The integration of digital tools has also streamlined marketing operations, reduced costs, and increased the agility and adaptability of marketing teams in responding to market changes and consumer demands. Unique Contribution to Theory, Practice and Policy: Resource-Based View Theory, Diffusion of Innovations Theory & Dynamic Capability Theory may be used to anchor future studies on Impact of Digital Transformation on Strategic Marketing Practices in Germany. Organizations are encouraged to invest in continuous learning and development programs aimed at enhancing digital marketing capabilities among employees. This entails providing training, workshops, and access to resources that enable marketers to stay abreast of the latest digital trends, tools, and techniques. There is a need to advocate for the development of policies and regulations that foster innovation, competition, and consumer protection in digital marketing environments. This involves engaging policymakers and stakeholders to create an enabling regulatory framework that encourages digital innovation while addressing concerns related to data privacy, cybersecurity, and ethical marketing practices.

Marketing Manager’s Perceptions and Their Roles in Measuring Strategic Performance

The study delves into marketing managers’ perceptions of strategic performance measurement and its impact on strategic marketing practices within industrial organizations. It underscores the necessity of a balanced approach to performance measurement that integrates both financial and non-financial metrics, such as customer satisfaction and internal process efficiency, following the Balanced Scorecard framework. The research identifies key challenges, including a lack of consensus among marketing managers on strategic performance concepts and weak implementation of strategic marketing practices. By using Smart PLS v3 on a sample size of 90 participants, employing partial least squares structural equation modelling (PLS-SEM), the results provide actionable insights into improving strategic alignment and cross-functional collaboration in performance measurement systems, ultimately enhancing organizational performance. Recommendations include adopting comprehensive performance systems and fostering a culture of continuous learning and strategic integration across departments.

THE INFLUENCE OF MARKETING MIX ON CUSTOMER SAVING DECISIONS AT BPRS AMPEK ANGKEK CANDUNG WEST PASAMAN BRANCH

The evolution of Islamic financial institutions and the intensifying competition between Islamic and conventional financial entities in garnering public interest for savings and fundraising, it is foreseeable that Islamic financial institutions might encounter challenges. These challenges are intrinsic to the intricate processes of creating, conveying, and delivering value to customers, as well as effectively managing customer relationships for mutual organizational and stakeholder benefits. The objective of this research is to ascertain the impact of the marketing mix on the decision-making process regarding savings at BPRS Ampek Angkek Candung West Pasaman Barat. Employing a quantitative approach along with statistical methodologies, this study investigates the interplay between the Marketing Mix (X) and Customer Decisions (Y), with 96 respondents participating. The outcomes of the hypothesis testing reveal a significance value of 0.017, which is lower than the predefined significance level (α) of 0.05 (0.017 < 0.05). This statistical finding substantiates the existence of a substantial relationship between the marketing mix and the choice to save at BPR Syariah Ampek Angkek Candung West Pasaman Barat. Consequently, it can be inferred that the marketing mix significantly contributes to the decision-making process regarding savings. This research underscores the pivotal role of strategic marketing practices in influencing customers' decisions to engage in savings activities within the context of Islamic financial institutions.

Creating sexual consumerism in late colonial South India: a study of S. S. Vasan’s contribution to vernacular sexual consumer culture

ABSTRACT S. S. Vasan (b. 1904?–26 August 1969) was an advertising canvasser turned writer, a mail-order entrepreneur, a publisher, and a film producer. His many (and overlapping) professions made him an important propeller of consumerism in late colonial South India. One such site of consumption was his investment in promoting products and literature related to body culture and sexology. This article argues that Vasan’s new advertising techniques such as the use of unprecedented full-page advertisements and elaborate illustrations, and strategic marketing practices re-imagined the place of ‘obscene’ literature within the domestic sphere. The article tracks how, by using his business acumen and journalistic networks within the early twentieth-century print culture in Madras, Vasan played many parts in creating and later monopolizing the market for self-care products and sexology within an expanding erotic consumer culture.

Examining the influence of brand personality dimension on consumer buying decision: evidence from Ghana

Abstract With the advent of innovative marketing, the increasing use of brand personality concepts for the promotion of a brand or product has received scholarly work across the globe. Yet little is known in the literature about the dimensions of brand personality and its applicability in the telecommunication industry. Considering the known link between brand personality and customer purchase intent, this research sought to examine the impact of the brand personality dimension on customer buying decisions in the telecoms sector. A positivist research paradigm was used to attain the study goal(s) with valid data of 414 subscribers (customers) of telecom giants in Ghana. The result from the PLS-SEM technique identified five main attributes of brand personality (ie. sincerity, excitement, competence, sophistication, and ruggedness) as antecedents of customer buying decisions in the research model. Findings revealed that brand sincerity, brand excitement, and brand competence have a significant relationship with customer buying decisions. Whereas brand sophistication and ruggedness were not. An effective brand increases its brand equity by having a consistent set of traits that a specific consumer segment enjoys. This article not only provides empirical insight into the brand personality literature but also serves as a source of information for managers in the telecom industry to successfully trigger strategic marketing practices that would help to optimize the usefulness of the brand personality concept. Limitations and future research directions are discussed.

Customer loyalty in the kids café business: the role of relationship benefits

ABSTRACT This study explores the positive relationships between the three dimensions of relationship benefits (confidence benefits, social benefits, and special treatment benefits), attitudinal loyalty (consumer emotion and customer commitment), and behavioral intention in the Kids’ café segment. To test the proposed hypotheses, structural equation modeling was utilized based on data from a total of 263 customers visiting Kids cafés in South Korea. The current study demonstrated the role of relationship benefits as a key determinant of attitudinal loyalty (customer emotion, customer commitment) and behavioral loyalty in an emerging business paradigm of Kids’ café services. The results offer insight not only into how the salient constructs might impact behavioral loyalty but also provide practical guidelines for enhancing the effectiveness of relationship benefits thus helping facilitate behavioral loyalty in the strategic relationship marketing practices of Kids cafés.

Strategic Marketing Management Influence on Making E-Commerce Promotions

The paper has highlighted the impact of strategic marketing management on e-commerce promotions. It has been evident that from the very beginning the world is flooded with a variety of businesses and the objectives are to appeal to the customers with different marketing strategies to entice their attention. A business will generate substantial revenues if the marketing management strategies are influencing its overall productivity. In this regard, this paper accumulates the implications of strategic management and marketing approaches on e-commerce promotion from a number of business ventures in general. An organization can thrive in the competitive market only when the strategic approach developed by the company can be presented in such a way that the audience gets attracted to it and reach for it. In such aspects, drawing their attention through e-commerce promotion is an effective tool to boost sales margins. But most of the time organization faces issues due to unstable or improper development of strategic marketing practices. For the development of a business not only its product or services matter but also the environment, customer, and technology matter play a crucial role. When the issues regarding these attributes are mitigated then only positive impacts arise for the e-commerce promotion of any business.

Changing the sport product: marketing implications for championship rugby league clubs in the United Kingdom

ABSTRACT Purpose: Professional sports teams and leagues operate in a crowded market, thus, occasionally change league structures to remain competitive in the marketplace. However, the implications of such changes on strategic marketing planning is seldom explored. Design: Semi-structured interviews with 11 second-tier Rugby Football League (RFL) club executives and 1 national governing body executive. Findings: Very few clubs had a marketing strategy, therefore, engaged in very little strategic marketing planning. Furthermore, the main barriers were resource and skills, and, organisation and leadership. Practical Implications: The RFL need to concentrate on making sustainable shared resources which develop capabilities. For example, developing a standardised yet mouldable strategic marketing package would reduce the financial and knowledge resource barriers. Research Contribution: d This paper makes theoretical contribution to sport management, specifically barriers to strategic marketing practices within professional sports organisations. It also brings lower-tier professional sport clubs into focus, which are often overlooked.

Brand Personality, Strategic Marketing Partnerships and Customer Service Delivery of Public Universities in Kenya

The objectives of this study include: to determine the effect of brand personality on customer service delivery of public universities in Kenya and to assess the moderating effect of strategic marketing partnerships on the relationship between brand personality and customer service delivery of public universities in Kenya. The study was underpinned on brand personality model, relationship marketing theory and Service Quality Model (SERVQUAL). Positivistic and cross-sectional research approaches were used. The target population of this study was 84,931 students who were selected from 31 public universities while 61,541 students were selected from a sample frame of 15 public universities. The sample size of 398 respondents was calculated from the sample frame population using Israel formula. Random sampling technique was used to select universities while using multistage purposive sampling method was used to select respondents of the study. Questionnaires were used to collect data. Hypotheses were tested using linear mixed effect (LME) modelling technique fitted with Restricted Maximum Likelihood Estimation (REML) models. The findings of this study revealed existence of a significant influence of brand personality on customer service delivery of public university in Kenya. Further, strategic marketing partnerships was found to have a significant moderating effect on the relationship brand personality and customer service delivery of public university in Kenya. It was recommended that university managers should emphasize on brand personality as well as controlling strategic marketing practices for enhanced customer service delivery.

How applicable are conventional strategic marketing practices in emerging markets? An exploratory study in India

PurposeQuestions surrounding the uptake patterns and applicability of conventional strategic marketing practice (CSMP) within emerging markets remain largely unanswered. The purpose of this paper is to address some of these questions in India.Design/methodology/approachThe usage patterns of conventional, developed world, basic strategic marketing practices within manufacturing firms in India – one of the world’s fastest growing emerging markets – are compared against the usage of the same practices among their counterparts operating in the highly developed market of the USA. The study is based on separate surveys conducted in each country. Data analyses are conducted using χ2 tests.FindingsCSMPs are being quite widely adopted in India albeit to a lesser extent than in the USA. However, several notable areas of difference suggest that some practices might not be appropriate in emerging markets due to one or more of their unique and strategically relevant situational characteristics.Research limitations/implicationsLow response rates render questionable the extent to which the study samples can be considered representative of the populations under scrutiny. Equally, differences in the respondents’ interpretation of some of the marketing terminology used in the questionnaire cannot be ruled out.Practical implicationsThe research confirms that Indian marketing strategists appear to judge many conventional practices to be appropriate within an emerging market environment. However, it also casts doubt on the relevance of at least eleven specific practices.Originality/valueThe study provides a useful starting point for better understanding the adoption patterns and applicability of conventional strategic marketing within a uniquely interesting cross-cultural context that has attracted little academic attention to date.

Strategic Marketing Practices and Environmental Perception of Customer Oriented Service in Nigeria Deposit Money Banks in Lagos State

This paper examines the nature and influence of the relationship between the bank’s strategic marketing practices and its service and seeks to determine the importance of strategic marketing practices in explaining the environmental perception of customers oriented service delivery. The study location was at the five selected Deposit Money Banks in Lagos State, Nigeria. A descriptive research design employing a stratified and convenience sampling techniques selected 74% of the bank staff which were contacted using questionnaires. The data collected were analyzed using the SPSS software version 19.0. Correlation analysis was conducted to establish the nature of the relationship between the bank’s strategic marketing practices and it customers oriented service delivery while regression analysis used to explain its influence on customers oriented service delivery. The finding showed that positive relationship exists between strategic marketing practices and customers oriented service delivery (r=0.749; Fcal=123.859; p<0.000). The researchers recommended that commercial banks should embrace strategic marketing by being focused to adapt to changes, marketing of assets and capabilities and marketing of innovation for the growth and survival of the industry.

What differentiates successful strategic marketing among manufacturers in an emerging vs developed market?

PurposeEmerging markets present strategists with a unique set of challenges that result from a business environment that is quite different from that which characterises developed markets. Yet, little is known about marketing’s contribution to successful strategic decision making in emerging markets. Thus, the purpose of this paper is to examine the usage of conventional strategic marketing practice, as it relates to developed markets, within groups of higher- and lower- performing manufacturers in the emerging market of India, comparing it against that of their counterparts in the developed market of the USA.Design/methodology/approachThe study is based on separate web-hosted questionnaire surveys conducted in India and the USA, yielding samples of 71 and 84 self-reported manufacturing companies, respectively. Data analyses were conducted using independent-sample t-tests and logistic multiple regression, and sought to compare and contrast successful strategic marketing decision making in each country.FindingsThe results confirm that conventional strategic marketing plays a vital role in facilitating the competitive success of manufacturers in India. However, they also suggest that differences in the strategic environments faced by manufacturers in both countries necessitate quite different priorities for success at each stage of the strategic marketing decision-making process.Research limitations/implicationsDue to relatively low response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out.Practical implicationsThe research highlights the important contribution that conventional strategic marketing makes to the achievement of competitive success of manufacturers in India. However, it also identifies several specific practices that differentiate higher firm performance in the two countries, drawing into question the direct applicability of the conventional model of strategic marketing within an emerging market.Originality/valueAs far as is known for the first time, the applicability of the conventional model of successful strategic marketing within an emerging market is assessed. As a result, a new model is forwarded.

Ethical Consumer Perceived Value in Sustaining Recycling Behaviour

Recycling has imparted meaningful experience and perceived value from individual’s recycling activities. Consumer perceived value (CPV) is important in defining consumers’ experience that connects with one’s goals, inclinations and mental models; perceived valuable and beneficial, thus motivate sustainable behavior. This study sought to understand how ethical consumer perceived value (ECPV) influences the sustaining of recycling behavior. Nine interviews were conducted at The Federal Territory of Putrajaya for this interpretive study. It identifies two taxonomies of ethical perceived value (EPV) in individual’s sustainable recycling experience. First, ethically desirable value (EDV) taxonomy (six drivers), second, spiritual/religious value taxonomy (three drivers). This paper concludes with the value-map taxonomy of ECPV on Recycling to guide in mapping a strategic social marketing practice in Malaysia’s government policy to motivate good social conduct among individual and society.

The Influence of Strategic Marketing Practices on Deposit Money Banks Profitability in Nigeria

The Influence of Strategic Marketing Practices on Deposit Money Banks Profitability in Nigeria

Troubled waters: the transformation of marketing in a digital world

PurposeThis paper aims to establish how strategic target-market selection decisions are shaped, challenged and driven in response to the rapidly evolving technological landscape. The authors critically evaluate the implications of these changes for the role of marketers and the organizational function of marketing.Design/methodology/approachThe research uses qualitative methods. Key-informant interviews are conducted among senior organizational practitioners within client-side organizations, digital agencies and strategic marketing consultancies, seeking to contrast their views.FindingsThe findings reveal an erosion of responsibility for the integrated strategic role of marketing decision-making. In particular, the authors reveal that the evolving digital landscape has precipitated a sense of crisis for marketers and the role of marketing within the firm. This extends beyond simply remedying a skills-gap and is triggering a transformation that has repercussions for the future of marketing and its practice, thus diminishing functional accountability.Research limitations/implicationsThe findings have long-term implications for marketing as a strategic organizational function of the firm and for marketing as a practice.Originality/valueThe study considers an increasingly digitalized marketplace and the associated impact of big data for the function of marketing. It reveals the changing scope of strategic marketing practice and functional accountability.

Marketing and social enterprises: implications for social marketing

Purpose– The purpose of this paper is to build understanding of the concept of social enterprise in the social marketing community and to report on empirical research designed to develop an understanding the perceptions and practices of marketing within social enterprises. This addresses a significant gap in the current literature base and also provides insights for social marketers seeking to pursue social change initiatives through social enterprise.Design/methodology/approach– This empirical investigation uses a qualitative investigation of 15 social enterprises informed by a grounded theory approach. Researchers conducted interviews with senior decision-makers responsible for marketing activities and strategic policy, and gathered additional data regarding the organizations in the form of archival materials, including strategic planning documents, promotional materials and firm-generated online content.Findings– Strategic marketing practices used by social enterprises are shaped by moral, pragmatic and cognitive legitimacy influences stemming from imperatives to achieve congruence with institutional norms. This study exposes the challenges social enterprises face in developing strategic marketing activities that address business needs, while balancing stakeholder interests linked to the social missions of such organizations.Research limitations/implications– This qualitative study pursues depth of understanding through focused investigation of a small, regional sample of Canadian social enterprises. The findings demonstrate that social enterprises are similar to both not-for-profit and small- and medium-sized firms in terms of their marketing approaches, but face particular institutional legitimacy challenges when developing and implementing strategic marketing activities.Practical implications– This paper highlights the influences of institutional legitimacy on marketing practices and approaches in social enterprises. Understanding these influences is crucial for social marketing practitioners, as they develop strategic activities. The findings from the research provide a baseline upon which to begin to build both our theoretical and practical understanding of the potential utilization of social marketing through social enterprises.Social implications– Understanding the challenges social enterprises face in developing their strategic marketing activities provides deeper insights into social enterprises for social marketers, who might consider using social marketing in such organizations to achieve social change.Originality/value– This paper offers empirical evidence grounded in depth investigations of 15 social enterprises operating in a Canadian context. The findings help to extend our understanding of the complex institutional influences impacting marketing practices within social enterprise organizations. These institutional influences help to attune social marketers to the potential opportunities and challenges of using social enterprise as an organizational form for launching social marketing programs.

Strategic marketing in times of recession versus growth: New Zealand manufacturers

Purpose – On the basis of lessons gleaned from previous research into successful strategic marketing practices in times of both recession and growth, and in the face of an ongoing post-global financial crisis “hangover” characterised by unpredictable trading conditions both worldwide and in the Asia-Pacific region, the purpose of this paper is to provide insights and advice for marketing strategists within New Zealand’s manufacturing sector. Design/methodology/approach – The inquiry is based on two point-in-time mail surveys, one during recessionary conditions and the other during favourable economic conditions, with similar samples of 427 and 272 New Zealand manufacturers, respectively. Data analyses were conducted using SPSS and sought to compare and contrast successful strategic marketing decision making between the two time-points. Findings – The results confirm that, irrespective of prevailing economic circumstances, basic strategic marketing plays a pivotal role in facilitating the competitive success of New Zealand manufacturers. However, with the notable exception of three “evergreen” practices – targeting selected market segments, competing on the basis of value-to-the-customer, and finding new ways to do business – the results also suggest that different economic conditions otherwise necessitate quite different priorities for success at each stage of the strategic marketing decision-making process. Research limitations/implications – Due to relatively low-response rates, the extent to which the study samples are representative of the population under scrutiny remains unknown. Also, since an identical questionnaire was administered at two time-points ten years apart, differences in the respondents’ interpretation of certain questions and some of the marketing vocabulary and terminology used cannot be ruled out. Practical implications – The research highlights the important contribution that strategic marketing makes to the achievement of competitive success in New Zealand’s manufacturing sector. It also identifies some of the underlying “key drivers” that best predict successful strategic marketing decision making in times of recession compared with growth, thereby indicating a number of key lessons for marketing strategists. Originality/value – This study addresses a number of gaps in the empirical marketing literature. Although many previous studies have shown various strategic marketing activities to be critical to competitive success, few have examined it as a multi-step decision-making process and none have done so in the context of New Zealand manufacturing. Nor have previous studies sought to compare and contrast effective strategic marketing decision-making set against the background of contrasting economic circumstances.

Customer Lifetime Value Analysis to Profitability Management: A Framework to Strategic Marketing

The more a marketing paradigm evolves, the more long-term relationship with customers gains its importance. Nowadays most of corporations and firms in the world, including manufacturers and servicers, increasingly gain their incomes and profits through constructing and maintaining long-term relationship with customers. The move towards a customer-centered approach to marketing, coupled with the increasing availability of customer transaction data, has led to an interest in understanding and estimating customer lifetime value (CLV). Furthermore as marketing endeavours to be more accountable, the need of tools and models for measuring and evaluating efforts and investments that accomplish in marketing extent, is felt. This research aimed to present a framework to analysis customer lifetime value in order to strategic marketing practices.