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A
Comparison of Toyota and Honda Hybrid Vehicle Marketing Strategy |
This paper from 2004 gives an excellent description of Toyotas and
Hondas strategies for marketing their hybrid cars. Pdf |
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Developing a Strategic Marketing Plan for Horticultural Firms |
A strategic marketing plan takes into account the market environment
facing the business (e.g. trends, competitive environment,
regulatory issues, technological advancements, etc.) Thus, the
emphasis is not only on projections but also on an in-depth
understanding of the market environment, particularly competitors
and customers. |
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Marketing Strategies for the growing business |
This publication is devoted to the idea that your marketing results
can be improved through a better understanding of your customers.
This approach usually is referred to as the marketing concept. |
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Niche Marketing Revisited: Concept, Applications and Some European
Cases |
Niche marketing is an approach which has been applied successfully
by several companies around the world. This article will attempt to
bring together both the practical and conceptual aspects of niche
marketing leading to a set of guidelines which may be used as a
deliberate marketing strategy. |
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Overview |
on marketing strategies - what it should include, checklist |
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Sales and marketing strategy: why better integration makes sense for
business |
Managers often need reminding that the bottom line may be the
end-all of business activity, but that the top line literally comes
first. Unless somebody, somewhere makes the vital decision to
purchase from you, there is no profit - only expense. |
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Scope of strategic marketing |
Marketing is strategically concerned with the direction and scope of
the long-term activities performed by the organization to obtain a
competitive advantage. Book chapter. Pdf-file |
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Service Marketing and Management: Capacity as a Strategic Marketing
Variable |
This chapter is devoted to the topic of marketing of services with
capacity constraints. The authors argue that both service quality
and service strategy are integrally related to capacity decisions. |
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Society Versus Business Organization: The Strategic Role of
Marketing |
This paper is intended to discuss the role of business organization
within society, contributing to the theoretical and managerial
understanding of this matter. Concepts of strategic marketing and
societal marketing are presented and comparatively analysed. |
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Strategic Marketing and the Resource Based View of the Firm |
The resource-based view of the firm (RBV) is one of the latest
strategic management concepts to be enthusiastically embraced by
marketing scholars. This paper argues that the RBV holds much
promise as a framework for understanding strategic marketing issues
but cautions that, before it is adopted, it needs to be fully
understood. pdf |
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Strategic marketing in global supply chains: Four challenges |
Superior supply chain management can facilitate marketing strategy
and lead to the creation of superior customer value, satisfaction,
and loyalty, which in turn lead to improved product profit margins,
overall firm profitability, and overall corporate growth. However,
marketing strategy is problematic in global supply chains. |
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Strategic Marketing Planning and Positioning in Voluntary Non-Profit
Organizations: |
Empirical Findings and Implications for British Charitable
Organizations. This paper presents the results of an exploratory
study, which examines the extent of strategic marketing planning and
positioning in voluntary non-profit organizations (VNPOs) in the
UK. |
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Strategic Marketing Process |
This is a site from Leading Edge Consultancy which describes how
they can help in strategic marketing. Nevertheless, the flowchart is
a good description of the strategic marketing process |
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Strategic Marketing: Your Untapped Source of Competitive Advantage |
Customers say that the relative performance of technology products
is no longer different or compelling enough to drive their purchase
decisions. Marketers need to respond with a strategy that Sales can
use to fight increasingly competitive battles. |
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The
'Marketing Scenario' |
The 'Marketing Scenario' is a practical tool designed to help you
make sure that you have a winning marketing strategy to support your
brand. |
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Tinkering with the Go-to-Market(ing) Model |
You know the drill: Implement a marketing strategy that is in line
with your company's broader go-to-market model but flexible enough
to adapt to changing business conditions. As your go-to-market model
shifts — to focus on products, channels or customers — so must the
strategic role of marketing. |
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