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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.


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Book
01 Jan 1990
TL;DR: This chapter discusses consumer behavior, electronic Commerce, and Channel Strategy, and the environment in terms of cultural and Cross-Cultural Influences.
Abstract: Table of Contents: Section 1: A Perspective on Consumer Behavior Chapter 1 Introduction to Consumer Behavior and Marketing Strategy Chapter 2 A Framework for Consumer Analysis Section 2: Affect and Cognition and Marketing Strategy Chapter 3 Introduction to Affect and Cognition Chapter 4 Consumers' Product Knowledge and Involvement Chapter 5 Attention and Comprehension Chapter 6 Attitudes and Intentions Chapter 7 Consumer Decision Making Section 3 Behavior and Marketing Strategy Chapter 8 Introduction to Behavior Chapter 9 Conditioning and Learning Processes Chapter 10 Influencing Consumer Behaviors Section 4 The Environment and Marketing Strategy Chapter 11 Introduction to the Environment Chapter 12 Cultural and Cross-Cultural Influences Chapter 13 Subculture and Social Class Chapter 14 Reference Groups and Family Section 5 Consumer Behavior and Marketing Strategy Chapter 15 Market Segmentation and Product Positioning Chapter 16 Consumer Behavior and Product Strategy Chapter 17 Consumer Behavior and Promotion Strategy Chapter 18 Consumer Behavior and Pricing Strategy Chapter 19 Consumer Behavior, Electronic Commerce, and Channel Strategy

1,546 citations

Journal ArticleDOI
TL;DR: In this paper, the authors analyzed the prevalence of commodity bundling as a marketing strategy and found that it can save cost savings in production, transactions, and information associated with bundling.
Abstract: Presents information on a study which analyzed the prevalence of commodity bundling as a marketing strategy. Cost savings in production, transactions and information associated with commodity bundling; Characteristics of commodity bundling; Problems associated with convention price discrimination that can overcome by commodity bundling; Conclusions. (Из Ebsco)

1,433 citations

Journal ArticleDOI
TL;DR: In this paper, the authors empirically examine the potential business performance benefits available from benchmarking the marketing capabilities of top-performing firms and suggest that benchmarking has the potential to become a key learning mechanism for identifying, building, and enhancing marketing capabilities to deliver sustainable competitive advantage.
Abstract: Market-based organizational learning has been identified as an important source of sustainable competitive advantage. One particular learning mechanism, benchmarking, is a widely used management tool that has been recognized as appropriate for identifying and enhancing valuable marketing capabilities. However, despite widespread admonitions to managers, the benchmarking of marketing capabilities as a route to sustainable competitive advantage has received scant empirical attention. The authors empirically examine the potential business performance benefits available from benchmarking the marketing capabilities of top-performing firms. The results suggest that benchmarking has the potential to become a key learning mechanism for identifying, building, and enhancing marketing capabilities to deliver sustainable competitive advantage.

1,422 citations

Journal ArticleDOI
TL;DR: In this article, a relationship approach to marketing is described and two interfaces between marketing and organizational behavior, both as business functions and as academic disciplines, are discussed, viz., the need for a service culture and internal marketing.

1,377 citations

Journal ArticleDOI
TL;DR: In this article, an economic model of defensive marketing strategy is developed for complaint management based on Hirschman's exit-voice theory, which is used to reduce the number of customer com...
Abstract: On the basis of Hirschman's exit-voice theory, an economic model of defensive marketing strategy is developed for complaint management. Though many firms strive to reduce the number of customer com...

1,336 citations


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