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 o...

The interactivity of the new electronic media requires that a database-driven segmentation approach to communication strategy be employed to take advantage of its uniqueness. To accomplish this, firms must develop ways of collecting information at the individual level by traditional and/or electronic means, and of using that data to create informationintensive customer communication strategies....

To understand the mechanisms that underlie marketing communication support for product launches, the authors conduct an empirical study and propose a conceptual framework that depicts the relationships between informational/transformational or elaborational/relational messages and their effectiveness. The hypothesized message–communication and message–sales effect links are moderated by three c...

In this 21 st centry competition no longer comes from the street. Scotch whisky industry, more than 1500 years old business, has been experiencing rapid growth, mostly due to strong global demand. This paper introduces brief history of Scotch whisky industry, and then analyzes the marketing channels including domestic and international market as well as on and off premise locations. Also integr...

The wide diffusion of new technologies in communication and business has changed how consumer and product/store knowledge has to be managed and represented digitally. This issue has an important influence in many fields of activity, especially that of tourism, one of the most successful areas on the Web. The research conceptualizes strategies and operational marketing policies from an original ...

This study investigates the directions and strengths of the relationships among Media based internal communications and affective commitment to strategy implementation in Bank Sepah. This is a descriptive, applied research and Mixed quantitative and qualitative methods were used to collect data. Firstly focus group interviews were used to identify the factors of media effecting affective commit...

Effective Communication for marketing is a vital field in business organizations, which is used to convey the details about their products and services to the market segments and subsequently to build long lasting customer relationships. This paper focuses on an emerging component of the integrated marketing communication, ie. social media networking, as it is increasingly becoming the trend. I...

Indonesia is an agricultural country with the highest absorption of labor compared to working population. The high level agriculture in Indonesia, coupled demand for pesticides, indicated by value world chemical market from 2018 2020 which continues increase and predicted continue until 2025. Currently, more pesticide products are registered Indonesia. PT Nufarm has carried out its integrated m...