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Marketing strategy

About: Marketing strategy is a research topic. Over the lifetime, 18648 publications have been published within this topic receiving 523447 citations.


Papers
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Journal ArticleDOI
TL;DR: A baker's dozen of researchable questions suggests some future directions for relationship marketing are discussed in this article, including targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders and building trust as a marketing tool.
Abstract: Relationship marketing is an old idea but a new focus now at the forefront of services marketing practice and academic research. The impetus for its development has come from the maturing of services marketing with the emphasis on quality, increased recognition of potential benefits for the firm and the customer, and technological advances. Accelerating interest and active research are extending the concept to incorporate newer, more sophisticated viewpoints. Emerging perspectives explored here include targeting profitable customers, using the strongest possible strategies for customer bonding, marketing to employees and other stakeholders, and building trust as a marketing tool. Although relationship marketing is developing, more research is needed before it reaches maturity. A baker’s dozen of researchable questions suggests some future directions.

3,195 citations

Proceedings ArticleDOI
26 Aug 2001
TL;DR: It is proposed to model also the customer's network value: the expected profit from sales to other customers she may influence to buy, the customers those may influence, and so on recursively, taking advantage of the availability of large relevant databases.
Abstract: One of the major applications of data mining is in helping companies determine which potential customers to market to. If the expected profit from a customer is greater than the cost of marketing to her, the marketing action for that customer is executed. So far, work in this area has considered only the intrinsic value of the customer (i.e, the expected profit from sales to her). We propose to model also the customer's network value: the expected profit from sales to other customers she may influence to buy, the customers those may influence, and so on recursively. Instead of viewing a market as a set of independent entities, we view it as a social network and model it as a Markov random field. We show the advantages of this approach using a social network mined from a collaborative filtering database. Marketing that exploits the network value of customers---also known as viral marketing---can be extremely effective, but is still a black art. Our work can be viewed as a step towards providing a more solid foundation for it, taking advantage of the availability of large relevant databases.

2,886 citations

Journal ArticleDOI
TL;DR: In this article, the authors synthesize several models for strategic marketing and management of destinations and provide an overview of several techniques widely used and illustrates examples from around the world. But they do not consider the sustainability of local resources.

2,779 citations

Journal ArticleDOI
TL;DR: In this article, the authors discuss the nature and sometimes negative consequences of the dominating marketing paradigm of today, marketing mix management, and furthermore discuss how modern research into industrial marketing and services marketing as well as customer relationship economics shows that another approach to marketing is required.

2,669 citations

Journal ArticleDOI
TL;DR: In this paper, the authors compare problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors, and discuss the problems of service marketing.
Abstract: This article compares problems and strategies cited in the services marketing literature with those reported by actual service suppliers in a study conducted by the authors. Discussion centers on s...

2,500 citations


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Performance
Metrics
No. of papers in the topic in previous years
YearPapers
2023258
2022458
2021430
2020532
2019563
2018507