Marketing Strategy

Sale!
Marketing Strategy

Marketing Strategy

Authors: Dr. Deepali Ubale, Mrs. Madhuri Ajit Chaudhari, Dr. Mahesh Mangaonkar and Dr. Shivaji T. Mane

Editor: Dr. Sanjay Dharmadhikari

ISBN: 978-81-979197-0-1

DOI: https://doi.org/10.59646/ms/266

Date of Publication: August 31, 2024

About the Book

In today’s rapidly evolving business landscape, effective marketing strategies are no longer optional – they’re essential for survival. As technology continues to disrupt traditional marketing channels and customer behaviors shift at breakneck speed, marketers must adapt and innovate to stay ahead. This book provides a comprehensive roadmap for developing and executing winning marketing strategies that drive real results. Drawing on cutting-edge research, expert insights, and real-world case studies, we’ll explore the latest trends, tools, and techniques shaping modern marketing, from data-driven decision-making and digital transformation to customer experience design and influencer marketing. Whether you’re a seasoned marketing professional or an entrepreneur looking to launch your brand, this book will equip you with the knowledge, skills, and strategic frameworks needed to craft compelling brand stories, build loyal customer relationships, and propel your business forward in an ever-changing market.

References

  1. Bei, L. T., & Chiao, Y. C. (2001). An integrated model for the effects of perceived product, perceived service quality, and perceived price fairness on customer satisfaction and loyalty. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 125-140.
  2. Walker; McGraw-Hill Education; 2nd Revised Edition
  3. Challa A and Anute N (2021) The Effectiveness of Instagram Content Marketing on Brand Building of a Company, Journal of Sales, Service and Marketing Research e-ISSN: 2582-7804 Volume-2, Issue-2 (2021), page no. 1-7
  4. Chen, S. C., & Quester, P. G. (2006). Modeling store loyalty: Perceived value in market orientation practice. Journal of Services Marketing, 20(3), 188-198.
  5. Henseler, J., Ringle, C. M., & Sinkovics, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing (pp. 277-319). Emerald Limited.
  6. Hulland, J., Baumgartner, H., & Smith, K. M. (2018). Marketing survey research best practices: Evidence and recommendations from a review of JAMS articles. Journal of the Academy of Marketing Science, 46(1), 92-108.
  7. Jain, D. and S.S. Singh (2002), “Customer Lifetime Value Research in Marketing: A Review and Future Directions,” Journal of Interactive Marketing, 16(2), 34-46.
  8. Javalgi, R.G. and P. Dion (1999), “A Life Cycle Segmentation Approach to Marketing Financial Products and Services,” The Service Industries Journal, 19(3), 74-96.
  9. Kumar, V., G. Ramani and T. Bohling (2004), “Customer Lifetime Value Approaches and Best Practices Applications,” Journal of Interactive Marketing, 3, 60-72.
  10. Kumar, V., R. Venkatesan and W. Reinartz (2006), “Knowing What to Sell, When, and to Whom,” Harvard Business Review (March), 131-137.
  11. Marketing Strategy and Competitive Positioning by Graham Hooley, Brigitte Nicoulaud, Nigel F. Piercy,
  12. Marketing Strategy by Walker, Mullins, Boyd & Larreche, McGraw-Hill/Irwin
  13. Marketing Strategy: A Decision-Focused Approach-John W. Mullins, By Felix Mavondo, John Gountas, Orville
  14. Pearson Education, 5th Edition.
  15. Peltier, J.W. and J.A. Scribrowsky, J.A. (1997), “The Use of Need-based Segmentation for Developing Segment-specific Marketing Strategies,” Journal of Direct Marketing, 11 (4), 53-62.
  16. Pillai, R.S.N and Bagavathi, (1998). Moden Marketing Principles and Practice – N.S. Chand & Company Ltd., New Delhi.
  17. Reinartz, W. and V. Kumar (2000), “On the Profitability of Long-life Customers in a Non-contractual Setting: An Empirical Investigation and Implications for Marketing,” Journal of Marketing, 64 (October), 17-35.
  18. Schmittlein, D.C. and R.A. Peterson (1994), “Customer Base Analysis: An Industrial Purchase Process Application,” Marketing Science, 13(1), 41.
  19. Strategic Management & Marketing by Narendra Singh, Himalaya Publication
  20. Strategic Marketing by A. Nag, Macmillan Publication
  21. Strategic Marketing David. W. Cravens, Nigel. F. Piercy, Tata MacGraw Hill Publication
  22. Strategic Marketing Management- Text & Cases by UC Mathur, Macmillan
  23. Strategic Marketing Management-Richard Wilson & Colin Gilligan, Routledge
  24. Strategic Marketing Text & Cases-S. Shajahan, Viva Books
  25. Strategic Marketing: An Introduction by Tony Proctor
  26. The Pricing Journey: The Organizational Transformation Toward Pricing Excellence, Stephan M. Liozu,2015
  27. Thomas, A.R., L. D. Lewison, W.J. Hauser and L.M. Foley, L.M. (2007), Direct Marketing in Action: Cutting Edge Strategies for Finding and Keeping the Best Customers, Praeger: Westport, Connecticut.
  28. Weitz, B. A., & Jap, S. D. (1995). Relationship marketing and distribution channels. Journal of the academy of Marketing Science, 23(4), 305–320.
  29. Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology and Marketing, 21(10), 799-822.
  30. Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60(2), 31-46.

 

 

Description