... Limited Licensed re-use rights only Marketing strategy Business strategy Firm performance Implementation The most important question a marketing leader can ask is not whether the department runs its campaigns efficiently. It is whether the department runs the right campaigns...

... and places the articles in context. Findings The study explored how marketers were leveraging artificial intelligence to support their marketing strategies. The research also identified some the challenges faced by marketers related to AI implementation. Originality/value The briefing saves busy...

... Marketing strategy Customer engagement Decolonization The concept of decolonization is increasingly being recognized within the field of marketing. Marketers are now urged to develop strategies that better serve the needs of indigenous and marginalized communities. Indeed, marketers often face...

... and places the articles in context. Findings The study demonstrates that craft-based microentrepreneurs in India pursue a hybrid form of marketing strategy, where the entrepreneur’s creativity and inner visions take precedence over market needs. Furthermore, these microenterprises adopt informal...

... and places the articles in context. Findings This paper found that immersive technologies can be used to not just offer entertainment to customers, but as a data collection tool that can be used to improve marketing strategies. Originality/value The briefing saves busy executives, strategists...

... Licensed re-use rights only Marketing strategy Marketing mix elements Global crises Consumer behaviors The need to properly align price with other marketing mix proposals is noted by different researchers. This is aptly illustrated by the different options available to balance price...

... and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2021 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Segmentation Mobile instant...

... and places the articles in context. Findings Major crises like the Covid-19 pandemic can negatively impact on cash flow of small B2B firms. But SMEs affected can address the issue by implementing relevant marketing strategies associated with three key business processes to enhance their crisis management...

... and places the articles in context. Findings This research paper concentrates on companies' use of political or marketing strategies in relation to sociopolitical pressures. Managing sociopolitical forces is a practice that's separate from managing other market-based forces, due to this needing...

... and presenting it in a condensed and easy-to-digest format. © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Branding Marketing strategy Luxury bran extension Fragrances Expanding their portfolio of product or service offerings is a tried-and-tested...

... of marketing strategies. Originality/value The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. It is additionally proposed here that use of AI can help navigate...

.... © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Marketing strategy Emerging markets Africa Fintech firms Doing business in an unfamiliar country never comes without significant risks attached. Indeed, firms often face a plethora...

... and places the articles in context. Findings Halal marketeers need to consider the segmentation, targeting, and positioning framework when creating marketing strategies, as well as looking to broaden the appeal and customer base for Halal products and services. Originality/value The briefing saves...

... – creates the best probability of success when entering a product into a new foreign market by deploying either an explorative or an exploitative product marketing strategy. Although a riskier explorative strategy is the most promising option for building longer-term competitive advantage, blending...

... in context. Findings Marketing strategies have a significant impact on company performance and financial success. Choosing the right one, and accounting for expenditure on it as an investment, can significantly boost competitive advantage. Originality The briefing saves busy executives, strategists...

... can harness the strengths and weaknesses of their environment to advance a revenue-growing revitalization and marketing strategy. A pool of twenty government policy makers and traditional market managers in Bali were interviewed to reveal how the performance of these businesses might be optimized...

... rights only Marketing strategy Differentiation Product life cycle Marketers are a canny lot. Then again, they have to be. Their operating environment is invariably congested, so securing the attention of the public is rarely an easy task. Any lasting competitive edge will only be obtained...

... – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format. © Emerald Group Publishing Limited 2016 Marketing strategy Sustainability Sustainability marketing...

.... Typical value metrics included return on investment and the impact on customers’ profitability and bottom-line results. Marketing strategy Return on investment Value analysis Total cost of ownership Business-to-business markets Value-in-use pricing It should not be a difficult question...

... or characteristics. Each market segment is different, and a business must target these different market segments with different marketing strategies. This paper highlights the role of market segmentation in creating an ideal target segment for contact lens market and designing a unique strategy to reach the targeted...