Kotler, P., & Keller, K. (2012). Marketing Management (14th ed., pp. 517-518). Essex, London: Prentice Hall.
Vargo, Stephen L. and Robert F. Lusch (2004a), “Evolving to a New Dominant Logic for Marketing,” Journal of Marketing, 68 (January), 1-17.
Ferrell, O.C., & Hartline, M.D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: South-Western/Cengage Learning
Perreault, William D., Joseph P. Cannon, and E. Jerome McCarthy. Basic Marketing: A Marketing Strategy Planning Approach. 19th ed. N.p.: McGraw Hill, n.d.
It is vital that marketing communication mix responds to competitive environment, therefore, Porter’s five competitive forces could be used to evaluate firms competitive positioning. In addition, Porter’s generic strategy grid can be applied to a product. He called the generic strategies ‘cost leadership’, ‘differentiation’, ‘cost focus’ and ‘differentiation focus’ (Vrontis and Sharp, 2003). These strategies have attributes that defend against competitive forces.
David J. and John F. 2009, Foundations of marketing, 3rd ed., McGraw-Hill higher Education,5: 120-122
Due to the globalization of the economy, there has been great competition in the business sector. The basic human desire to challenge new limits and capture as much market as it is possible has given a new dimension to the concept of marketing - brand positioning. To position a brand requires making choices; whereas having a position means people will prefer a brand over another. A brand can be positioned in several ways: offering a specific benefit, targeting a specific segment, price or distribution. Despite the fact that positioning is considered by both academics and practitioners to be one of the key elements of modern marketing management, it is surprising to uncover general paucity of consumers/customers derived studies regarding
Walker, Orville C., Harper W. Boyd, Jr., John Mullins, Jean-Claude Larreche. (2003). Marketing Strategy - A Decision-Focused Approach. 4th Edition. McGraw-Hill. New York, NY.
Perrault, W.D., Cannon, J.D., and McCarthy, E.J. Jr (2011) Basic Marketing: A Marketing Strategy Planning Approach (18th edition) New York McGraw Hill Irwin.
Kerin, R. A., & Robert A. Peterson. (2013). Strategic Marketing Problems: Cases and Comments. Pearson Education Limited.
This is a family owned company with the sons and daughters of the founder forming the board of directors. We operate from one main factory which include several different sections. These sections including a stores area for the raw materials used to make the widgets, a machine shop for producing the widgets,
Perreault, Jr., W.D., Cannon, J.P., & McCarthy, E.J. (2011). Basic Marketing: A Marketing Strategy Planning Approach [University of Phoenix Custom Edition eBook]. New York, NY: McGraw-Hill. Retrieved from University of Phoenix, MKT/421 website.
ReferencesKerin, R. A., Peterson, R. A. (2013). Strategic marketing problems cases and comments (13th ed.). New Jersey: Pearson Prentice Hall
“Marketing strategies can have a broad impact on the business in terms of instilling a marketing orientation among all those in the firm: the way of thinking or philosophy of the whole organization. However, marketing strategies can alternatively be seen as dealing only with the development of competitive advantages directly associated with the marketing function such as customer loyalty and distribution channel control. In the latter case, the domain is sometimes even further restricted by sole attention to the various element of the marketing mix rather than the more general issues of customer and channel relationships. There are two key
Marketing strategy is a method of focusing an organization's energies and resources on a course of action which can lead to increased sales and dominance of a targeted market niche. A marketing strategy combines product development, promotion, distribution, pricing, relationship management and other elements; identifies the firm's marketing goals, and explains how they will be achieved, ideally within a stated timeframe. Marketing strategy determines the choice of target market segments, positioning, marketing mix, and allocation of resources. It is most effective when it is an integral component of overall firm strategy, defining how the organization will successfully engage customers, prospects, and competitors in