Analysis Marketing Strategy of Taobao

Mobile Marketing: From Marketing Strategy to Mobile Marketing Campaign Implementation

Over the past few years, mobile marketing has generated an increasing interest among academics and practitioners. While numerous studies have provided important insights into the mobile marketing, our understanding of this topic of growing interest and importance remains deficient. Therefore, the objective of this article is to provide a comprehensive framework intended to guide research effort...

Marketing Strategy Models *

Many of the models and approaches outlined in other chapters of this book address single marketing issues (promotional spending, pricing, salesforce deployment, etc.) within the context of any organization where other factors are assumed constant. For the most part, such approaches are 'bottom-up', and closely akin to the operational philosophy of traditional ORIMS. Consider, in contrast, a lar...

Marketing Strategy Analysis of Thai Asia Pacific Brewery Company

The study was a case study analysis about Thai Asia Pacific Brewery Company. The purpose was to analyze the company’s marketing objective, marketing strategy at company level, and marketing mix before liquor liberalization in 2000. Methods used in this study were qualitative and descriptive research approach which demonstrated the following results of the study demonstrated as follows: (1) Mark...

Developing Export Marketing Strategy Model of Tea to Target Markets

The main purpose of this qualitative research was designing an export marketing strategy model for tea product to the target markets. The statistical population was composed of all experts in the field of this research topic (N = 332), the sample size was determined as the same as the statistical population. Second-hand data used for collecting data and a semi-structured interview was used as a...

Assessing Marketing Strategy Performance