Open Access Open Access  Restricted Access Subscription Access

Review on Innovative Strategies in Contemporary Marketing Management

Anant Dattatray Awasare

Abstract


This review paper provides a comprehensive examination of innovative strategies in contemporary marketing management. In today's dynamic business landscape, organizations face numerous challenges and opportunities driven by technological advancements, evolving consumer behavior, and global market dynamics. This paper explores cutting-edge marketing strategies adopted by leading companies to stay competitive and achieve sustainable growth. Key areas of focus include digital marketing, brand management, customer relationship management, market segmentation, and integrated marketing communications. By synthesizing current research and industry practices, this review offers valuable insights for marketers, academics, and business leaders seeking to navigate the complexities of modern marketing management successfully.


Full Text:

PDF

References


Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2019). Digital Marketing: Strategy, Implementation and Practice (7th ed.). Pearson Education Limited.

Smith, P. R., & Chaffey, D. (2020). Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing (6th ed.). Routledge.

Keller, K. L. (2016). Strategic Brand Management: Building, Measuring, and Managing Brand Equity (4th ed.). Pearson Education Limited.

Aaker, D. A. (2012). Building Strong Brands. Simon and Schuster.

Payne, A., & Frow, P. (2014). Relationship Marketing in Context: An Integrated Approach. Routledge.

Reinartz, W., Thomas, J. S., & Kumar, V. (2018). Customer Relationship Management: Concept, Strategy, and Tools (3rd ed.). Springer.

Kotler, P., Keller, K. L., Brady, M., Goodman, M., & Hansen, T. (2017). Marketing Management (3rd ed.). Pearson.

Wedel, M., & Kamakura, W. (2012). Market Segmentation: Conceptual and Methodological Foundations (2nd ed.). Springer Science & Business Media.

Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective (11th ed.). McGraw-Hill Education.

Schultz, D. E., Patti, C. H., & Kitchen, P. J. (2016). Integrated Marketing Communications in Advertising and Promotion. Routledge.


Refbacks

  • There are currently no refbacks.