Marketing Strategies


The marketing strategy concept clarifies terms and describes basic principles of target markets and marketing mix.

Technique Overview

Marketing Strategies

Marketing Strategies Definition

Marketing strategy can be defined as "the total sum of the integration of segmentation, targeting, differentiation, and positioning strategies designed to create, communicate, and deliver an offer to a target market" (El-Ansary, 2006:268). Broadly speaking, the concept of marketing strategy encompasses "any approach drawn for the successful achievement of a firm's overall marketing objective" (Bridges et al., 2007).

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Business Evidence

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Business Application

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Professional Tools

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Further Reading

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Marketing Strategies References (4 of up to 20) *

  • Ashill, N., Frederikson, M. and Davies, J. (2003) Strategic marketing planning: a grounded investigation. European Journal of Marketing, Vol.37(3/4), pp.430-460.
  • Bridges, K., Melewar, T. and Otubanjo, B. (2007) "Geiz-ist-geil" strategy: a three company study. Management Decision, Vol.45(6), pp.1023-1037.
  • Burt, S., Johansson, U. and Thelander, A. (2011) Standardized marketing strategies in retailing? IKEA's marketing strategies in Sweden, the UK and China. Journal of Retailing and Consumer Services, Vol.18(3), pp.183-193.
  • El-Ansary, A. (2006) Marketing strategy: taxonomy and frameworks. European Business Review, Vol.18(4), pp.266-293.

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