Education marketing strategy is one of the management that schools must carry out to attract the interest of new students. This research aims to identify research developments related to the theme of ...educational marketing strategies. This research uses a qualitative approach with bibliometric techniques to investigate the general picture related to educational marketing strategy research. The data in this paper is taken from the Scopus database for 1981-2021, with the document type being articles. The analysis results show the dynamics of increasing and decreasing the number of educational marketing strategy studies. Bibliometric analysis in this study shows theme clusters that develop from the educational marketing strategy theme, the closeness of publication terms (co-occurrence), the most productive authors, and the publishing journals that produce the most educational marketing strategy themes. This research for Islamic education management implies that this research can be a reference for future researchers to study more on the theme of educational marketing strategies in Islamic educational institutions.
This research was conducted using descriptive method to analyze and interpret the condition or condition of shadow embroidery industry barung barung balantai so that policy can be taken. The result ...of this research is shadow embroidery artisans must maximize social media for promotion, improve good relationship with local government in the form of continuous cooperation in order to maximize the existing potential in the shadow embroidery, utilize existing skilled manpower to do the coaching on the craftsmen so that the amount increases to increase production capacity and there is cutting time in the work, cooperating with other industries that support shadow embroidery such as bags, shoes, etc. through local government, making a joint container or a kind of shadow embroidery union can be a cooperative institution, marketing institutions or other institutions, increasing skill of craftsmen in processing materials embroidery and skill from the owner in managing his group facing competition with other products, as well as increasing the use of technology in the design and development of motives.
Penelitian ini dilakukan menggunakan metode deskriptif untuk menganalisis dan menginterprestasikan keadaan atau kondisi industri sulam bayangan barung barung balantai sehingga dapat diambil kebijakan. Hasil penelitian ini pengrajin sulam bayangan harus memaksimalkan media sosial untuk promosi, meningkatkan hubungan baik dengan pemerintah daerah berupa kerjasama yang kontinue guna memaksimalkan potensi yang ada pada sulam bayangan, memanfaatkan tenaga terampil yang ada untuk melakukan pembinaan pada pengrajin sehingga jumlahnya bertambah agar kapasitas produksi meningkat dan ada pemangkasan waktu dalam pengerjaan, menjalin kerjasama dengan industri lain yang mendukung sulam bayangan seperti tas, sepatu, dll melalui pemerintah daerah, membuat wadah bersama atau semacam persatuan sulam bayangan bisa berupa lembaga koperasi, lembaga pemasaran ataupun lembaga lainnya, meningkatkan skill pengrajin dalam mengolah bahan sulam dan skill dari pemilik dalam mengelola kelompoknya menghadapi persaingan dengan produk lain, serta meningkatkan penggunaan teknologi dalam desain dan pengembangan motif.
Influencer marketing initiatives require firms to select and incentivize online influencers to engage their followers on social media in an attempt to promote the firms’ offerings. However, limited ...research considers the costs of influencer marketing when evaluating these campaigns’ effectiveness, particularly from an engagement elasticity perspective. Moreover, it is unclear whether and how marketers could enhance influencer marketing effectiveness by strategically selecting influencers, targeting their followers, or managing content. This study draws on a communication model to examine how factors related to the sender of a message (influencer), the receiver of the message (influencer's followers), and the message itself (influencer's posts) determine influencer marketing effectiveness. The findings show that influencer originality, follower size, and sponsor salience enhance effectiveness, and posts that announce new product launches diminish it. Several tensions arise when firms select influencers and manage content: Influencer activity, follower–brand fit, and post positivity all exert inverted U-shaped moderating effects on influencer marketing effectiveness, suggesting that firms that adopt a balanced approach along these dimensions can achieve greater effectiveness. These novel insights offer important implications for marketers designing influencer marketing campaigns.
This study aims to identify and produce a relational marketing strategy for the Legend of Tapaktuan tourist attraction. This research used relational theory and emphasized partnership and ...collaboration with the aim of a sustainable tourism program. Indicators in related programs can relate to the relationship between various parties involved in the tourism industry. The problem formulation in this study is the ideal marketing strategy for the Legend of Tapaktuan tourist attraction in Aceh Province. This study used a descriptive method with a qualitative approach. The results showed that the South Aceh District Tourism Office has tried to promote not only through out-of-town trips but also through online media. To make the Tapaktuan Legend tourist attraction more advanced, the South Aceh District Government carried out the first promotion strategy, advertising and promoting Tour Travel Online services on a number of social media platforms such as Instagram, Facebook and Twitter. The government also offers a number of tour packages by participating in expo activities outside the region to introduce and re-promote tourist destinations, especially the Tapaktuan Legend tourist attraction as an icon of South Aceh. Tourists only need to download an application that provides many features that can be used, such as directions, maps, lodging, and how to get to the location. This application also provides a transportation feature that will make it easier for tourists to visit tourist sites.
Driven by the proliferation of augmented reality (AR) technologies, many firms are pursuing a strategy of service augmentation to enhance customers’ online service experiences. Drawing on situated ...cognition theory, the authors show that AR-based service augmentation enhances customer value perceptions by simultaneously providing simulated physical control and environmental embedding. The resulting authentic situated experience, manifested in a feeling of spatial presence, functions as a mediator and also predicts customer decision comfort. Furthermore, the effect of spatial presence on utilitarian value perceptions is greater for customers who are disposed toward verbal rather than visual information processing, and the positive effect on decision comfort is attenuated by customers’ privacy concerns.
Endogeneity in empirical marketing research is an increasingly discussed topic in academic research. Mentions of endogeneity and related procedures to correct for it have risen 5x across the field’s ...top journals in the past 20 years, but represent an overall small portion of extant research. Yet there is often substantial difficulty in reconciling issues of endogeneity with many of the substantive questions of interest to marketing strategy for both theoretical and/or practical reasons. This paper provides an overview of main causes of endogeneity, approaches to addressing it, and guidance to marketing strategy researchers to balance these issues as the field continues to move towards more methodological sophistication, potentially at the expense of managerial tractability.
The authors develop a three-stage framework for strategic marketing planning, incorporating multiple artificial intelligence (AI) benefits: mechanical AI for automating repetitive marketing functions ...and activities, thinking AI for processing data to arrive at decisions, and feeling AI for analyzing interactions and human emotions. This framework lays out the ways that AI can be used for marketing research, strategy (segmentation, targeting, and positioning, STP), and actions. At the marketing research stage, mechanical AI can be used for data collection, thinking AI for market analysis, and feeling AI for customer understanding. At the marketing strategy (STP) stage, mechanical AI can be used for segmentation (segment recognition), thinking AI for targeting (segment recommendation), and feeling AI for positioning (segment resonance). At the marketing action stage, mechanical AI can be used for standardization, thinking AI for personalization, and feeling AI for relationalization. We apply this framework to various areas of marketing, organized by marketing 4Ps/4Cs, to illustrate the strategic use of AI.
This paper proposes a domain statement for strategic marketing as a field of study and delineates certain issues fundamental to the field. It also proposes a definition for marketing strategy, the ...focal organizational strategy construct of the field, and enumerates a number of foundational premises of marketing strategy. The domain of strategic marketing is viewed as encompassing the study of organizational, inter-organizational and environmental phenomena concerned with (1) the behavior of organizations in the marketplace in their interactions with consumers, customers, competitors and other external constituencies, in the context of creation, communication and delivery of products that offer value to customers in exchanges with organizations, and (2) the general management responsibilities associated with the boundary spanning role of the marketing function in organizations. At the broadest level, marketing strategy can be defined as an organization’s integrated pattern of decisions that specify its crucial choices concerning products, markets, marketing activities and marketing resources in the creation, communication and/or delivery of products that offer value to customers in exchanges with the organization and thereby enables the organization to achieve specific objectives. Chief among the issues that are fundamental to strategic marketing as a field of study are the questions of how the marketing strategy of a business is influenced by demand side factors and supply side factors.
This study focuses on changes over time in inter-firm cooperation of an export-oriented regional cluster within a Latin American emerging economy. The study was conducted in the Chilean salmon ...industry. A longitudinal study, collecting primary data from managers, was conducted over ten years. Unexpectedly, findings revealed that as the cluster matured, firm's members tended towards more individual behaviour than strategic inter-firm cooperation though, they continued to cooperate in more basic cost-reducing strategies. This result extends the industry cluster literature and provides insights into the cooperative and competitive changes that take place over time.
Research in marketing strategy Morgan, Neil A.; Whitler, Kimberly A.; Feng, Hui ...
Journal of the Academy of Marketing Science,
01/2019, Volume:
47, Issue:
1
Journal Article
Peer reviewed
Open access
Marketing strategy is a construct that lies at the conceptual heart of the field of strategic marketing and is central to the practice of marketing. It is also the area within which many of the most ...pressing current challenges identified by marketers and CMOs arise. We develop a new conceptualization of the domain and sub-domains of marketing strategy and use this lens to assess the current state of marketing strategy research by examining the papers in the six most influential marketing journals over the period 1999 through 2017. We uncover important challenges to marketing strategy research—not least the increasingly limited number and focus of studies, and the declining use of both theory and primary research designs. However, we also uncover numerous opportunities for developing important and highly relevant new marketing strategy knowledge—the number and importance of unanswered marketing strategy questions and opportunities to impact practice has arguably never been greater. To guide such research, we develop a new research agenda that provides opportunities for researchers to develop new theory, establish clear relevance, and contribute to improving practice.
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