Marketing Strategy : An Organization 's Integrated Pattern Of Decisions

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Prior to analysis of DNS marketing strategy it important to begin the discussion of means behind marketing strategy. Anderson (1982) described marketing strategy as “The marketing function contributes to the strategic planning process by identifying optimal long-term competitive positions that will ensure customer support and satisfaction, by developing strategies designed to capture these preferred positions, and by serving as a strong advocate for these strategic options with top managements and other internal coalitions.” This definition is however out-dated, as there is a need for more modern and customer centric approach. In 2012 Shankar et al. defined marketing “Marketing strategy is defined as an organization’s integrated pattern…show more content…
Relationship marketing can be defined as a process made of several conditions that create the success of relational exchanges (Alrubaiee 2010). The integration of successful relationship marketing will improve business performance and customer loyalty through forming stronger relationship between stakeholders and businesses (Sirdeshmuk et al. 2002; De Wulf et al. 2001). Arnet and Badrinarayanan (2005) believes that there is a various number of factors that affect the success of relationship marketing, however there could be tracked a consistency among several researches, that are highlighting as the most important ones trust, communication and relationship commitment (Anderson and Weitz 1992; Geysken et al 1999; Sivadas and Dwyer 2000; Mohr et al. 1996; Smith and Barclay 1997) Furthermore, satisfaction, empathy, reciprocity and bonding were suggested as another important aspects of relationship marketing (Eisingrerich and Bell 2006; Sin et al. 2001). The reason behind the variables of those aspects most likely underlies in the different nature in which those researches were undertaken. Paltamier et al. (2006) attempted to provide a consistent understanding through analysing Meta data of Relationship Marketing studies from 1987-2004 and identified that the most important aspects are dyadic and expertise communication, relationship benefits and relation-specific
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